Thus, the cooperation between BMW M and Dorna is built on trust and reliability – creating more important bonds every day. Carmelo Ezpeleta, Dorna Sports’ CEO, calls the partnership an “international symbol of quality”. The World Championship has strengthened its global position thanks to the support of BMW, which is a highly recognised brand around the world, and in return, BMW M uses this platform for international high-level sales and marketing activities as well as brand communication. Thomas Schemera, BMW M’s Director of Sales Division stated recently: "Our commitment at these exciting motorsport events allows us to reach an important target group for BMW: motor bike riders who drive cars". He added: "This sport offers fascination, emotion, high-tech and internationality – all aspects that are closely associated with BMW M. That is why we feel so at home here."