We think it’s fair to say Motorcycle Live needed a revamp after successive years of relative ‘copy-paste’, with minor year-on-year tweaks adding some value for visitors, but no major changes since the last significant overhaul in 2009.
In January 2024, after discussions both internally and with MCIA’s board, made up of senior industry professionals, we decided a new direction was needed. Despite visitor numbers steadily increasing since Covid, it was clear the event needed to work harder to deliver a full day of excitement, entertainment and spectacle at a time of year when enthusiasts are starved of their motorcycling passion, while maintaining key components and objectives.
To support the physical changes taking place with the event, it quickly became obvious that the show also needed a new name and image so customers would not only experience a different event on the day, but also become familiar with the show’s revamped branding and name. As with any rebrand, we were careful not to lose anything familiar from the existing branding and look. Following a thorough review and detailed brief, we engaged Motocom, our PR and communications partner, to create the event’s new name and visual identity.
The result was converting Motorcycle Live to the shortened acronym “MCL” and introducing a new stylistic identifier that incorporates the familiar colour palette of the old branding. You will see the new image in full glory in this year’s distinctive “Helmets for all Tribes” media campaign.
For those of you who are old enough, you will know the industry has operated a show during November for as long as can be remembered, occasionally moving venues between London and Birmingham. Whilst some commentators suggest times have moved on, the fact that this event, and others across Europe, remain in high demand and have seen visitor numbers grow year-on-year suggests otherwise. MCL25 certainly bucked the national trend for events of its kind, with numbers increasing by 10% on 2024.
MCL is exclusively owned and operated by the industry and remains by far the largest motorcycle event in the UK, welcoming close to 100,000 unique visitors each year. It is unquestionably significant to the sector, with global manufacturers unveiling their latest models for the first time in the UK market. Alongside all the major brands from the accessory and aftermarket sectors, the event is the only place to see and experience the latest technologies and innovations ahead of the new season.
In addition to providing the right platform for the industry, we set a clear objective: to create the best motorcycling and entertainment experience for visitors that can be achieved in an indoor venue, all within a single-day visit.
To achieve this, we needed to introduce activities that would take visitors’ breath away by creating thrilling professional displays, first-class entertainment, and opportunities to touch, ride, and experience all that motorcycle culture has to offer.
For 2026, the event will offer riding experiences for all ages, including a new pathway to attaining a licence, the first “Show & Shine” competition and an exclusive look at “The Collection”, which is being curated in association with The Moulsdale Foundation.
Recognising the great work the ABR team have been doing at their summer event, we decided to bring elements of ABR to MCL for 2026, working in collaboration with Alun and the ABR team.
In addition to visitors, MCL is the place to be if you are in the trade, where dealers can meet their manufacturer partners, see the latest bikes and products, and meet other trade operators ahead of the new season.