EICMA has grown beyond the conventional motorcycle show. The Milan event now combines motorcycle displays with themed exhibitions, interactive activities, games and talks. That broader format reflects the strong response from its audience and gives EICMA a role that extends well beyond presenting new products.

Alessandro Re has been closely involved in that development. Known for his communications work around EICMA, he has also helped organise and shape part of its programme, including several major exhibitions in recent years. One linked the history of EICMA with the development of Italian motorcycle technology. The show has also hosted a Dakar-themed bivouac and presented the history of MotoGP through important Grand Prix racing motorcycles.

The Dakar connection has now taken a more specific direction. Amaury Sport Organisation took part in EICMA after the success and impact of the previous year’s activity in the MotoLive area, presenting information and details about Dakar 2027. That edition was presented as a return for the rally to Africa, without route or race-schedule details forming part of the announcement here.

ASO’s presence reinforces EICMA’s expanding role as a place where visitors encounter not only motorcycles, but also the history and future of major events in motorcycling. It also serves as recognition for the work that has broadened the show’s programme and given its exhibitions a more substantial thematic dimension.