24/02/2026
ACU attend Ride the Message: the second edition of the Conference on Motorcycle Sport Communication
On Thursday, 19 February, the second edition of the Conference on Motorcycle Sport Communication in Europe took place at the Hotel Mediterraneo in Riccione, Italy, further strengthening collaboration and the ongoing development of communication practices within the motorcycle sport community.
Among the National Federations represented, the Auto-Cycle Union (ACU) was also in attendance, underlining the strong engagement of the British motorcycling community and contributing to the valuable exchange of ideas, experience and best practice in motorcycle sport communication across Europe.
The event once again confirmed the growing importance of effective, structured and forward-looking communication at European level.
Twenty participants applied to take part in the Conference, representing press offices, media specialists, journalists and content creators from across Europe. Their presence reflected the increasing interest in enhancing cooperation between institutions and communication professionals.
Participants were welcomed by Giovanni Copioli, President of the FMI, Alessandro Sambuco, CEO of FIM Europe, and Giorgia Santini, FMI Secretary General, who opened the day by underlining the strategic value of dialogue and shared expertise in a rapidly evolving media landscape.
The Conference programme addressed a broad range of topics, beginning with an overview of the institutional frameworks within which motorcycle sport operates. Alessandro Sambuco and Giorgia Santini provided insights into the organisational structures and governance systems shaping communication at both European and national levels.
The focus then shifted to the new tools made available through the development of Artificial Intelligence. Leonardo Balossini, FMI Consultant, delivered a practical and highly interactive workshop, guiding participants step by step in creating their own AI-based tools to support their daily professional activities. The session offered concrete solutions and demonstrated how innovation can be integrated responsibly and effectively into communication workflows.
In the afternoon, Alessio Santoriello, Senior Lawyer and Legal Tech expert, presented practical examples of the legal implications of AI use in journalism. His contribution provided essential guidance on regulatory aspects, intellectual property considerations and the responsibilities associated with the use of emerging technologies in media production.
The day concluded with a round table discussion led by the press officers of the FIM, FIM Europe and the FMI, focusing on the profound transformation that Artificial Intelligence is bringing to motorcycle sport communication. Isabelle Larivière, FIM Communication Manager; Dalila Agrati, FIM Europe Press Officer; and Francesco Dragonetti, FMI Communication Manager, exchanged perspectives on challenges, opportunities and best practices in an increasingly digital environment.
Alessandro Sambuco, FIM Europe CEO
“It is with great satisfaction that I note the renewed presence of several participants from last year’s first edition, joined by new representatives of the key stakeholders of motorcycle sport in Europe. I would like to thank President Copioli for being with us once again this year, demonstrating through his presence a genuine commitment to this project aimed at enhancing communication between the institutions of motorcycling and communication professionals at continental level.”
Giovanni Copioli, FMI President
“The event in Riccione represented a very important opportunity to meet and exchange views. We analysed the communication landscape and its possible developments from a journalistic, legal and technological perspective. It was essential to engage with the many journalists, new media representatives and Federation officials who attended. This meeting strengthened our network and, at the same time, supported the continued growth of our movement – in terms of communication and beyond – by making the most of the potential offered by Artificial Intelligence. I would like to thank FIM Europe for organising this event in close collaboration with the FIM and the FMI.”
The positive outcome of this second edition confirms the Conference as a key annual appointment, fostering cooperation, innovation and professional development in motorcycle sport communication across Europe.
An ecosystem thrives on the balance of all its components: every element, visible or invisible, is essential to the functioning of the whole.
Motorcycling is an ecosystem too. Federations, organisers, athletes, promoters, media outlets, and communication professionals are not separate entities, but interdependent parts of a single system. When one component weakens, the entire balance is affected.
Within this framework, motorcycle journalism is not merely a storytelling tool; it is a vital force for connection, awareness, and growth. Fostering responsibility, expertise, and collaboration means contributing to the health of the entire ecosystem.
Because only together can we ensure stability, credibility, and a future for motorcycling.
