The face of the sport will change as FIA helps Red Bull make $550 million sale

A buyer for what asset precisely? Namely a new commercial rights holder for the World Rally Championship (WRC), with current owners Red Bull and KW25 exploring a sale valued at around $550 million (give or take €500m).

Red Bull and German investment firm KW25 have been weighing options for WRC Promoter GmbH over the past 12 months.

Reports earlier this summer suggested discussions with interested parties were already underway, with private equity firm EQT among those linked to the deal, as well as potential bidders from Europe, the United States and the Middle East.

Notably, Liberty Media – which holds Formula 1’s commercial rights and recently acquired a majority stake in MotoGP – is not believed to be in the running, s per PlanetF1's reports.

The FIA confirmed in a statement that the move follows “an extensive period of discussions with Red Bull and KW25” with the governing body vowing to support the transition.

“The FIA will work with Red Bull and KW25 to seek a new commercial rights holder which is committed to long-term investment in the Championship and to securing the best possible future for WRC,” the FIA said.

The WRC’s commercial growth potential is central to the sale. According to FIA figures, the series reached a cumulative TV audience of 1.3 billion in 2024, with more than four million fans attending rallies in person.

Almost half of those spectators were aged between 18 and 34, highlighting the championship’s appeal to younger audiences.

FIA president Mohammed Ben Sulayem said the series is at “an exciting moment in its history” with a chance to build on that trajectory.

“This process is an important step and will shape the long-term vision for the WRC and I am confident that, together with the right partner, we can take the championship to the next level, preserve its proud heritage, and grow its global reach for generations of fans to come.”

M-Sport founder and FIA Deputy President for Sport Malcolm Wilson called the tender “a big opportunity for a new enterprise to take the Championship into its next chapter with renewed energy and investment.”

JP Morgan will act as financial advisor to Red Bull and KW25 during the tender. A decision on the future rights holder is expected in the coming months.