Rallying’s shop window just swung open. The FIA has launched a tender to find a new commercial rights holder for the World Rally Championship, teaming up with current promoter Red Bull and investment partner KW25 to court bidders — with JP Morgan advising on the deal.
It’s a significant pivot for a championship that’s quietly bulking up its numbers. The FIA cites a 1.3 billion cumulative TV audience and more than 4 million on-site spectators in 2024, with nearly half aged 18–34. That’s the kind of demographic curve any rights buyer will pay attention to, hence the headline chatter that a sale could fetch around $550 million (€500m).
This isn’t a cold break. The governing body says the decision follows “an extensive period of discussions” with Red Bull and KW25, who kicked the tyres on a sale over the past year and sounded out interest across Europe, the US and the Middle East. The brief is clear: find a partner willing to invest, scale the product, and do it without losing the sport’s hard-won character.
“The WRC is at an exciting moment in its history,” said FIA president Mohammed Ben Sulayem. “This process will shape the long-term vision… and with the right partner, we can take the championship to the next level, preserve its heritage, and grow its global reach.”
Malcolm Wilson — M-Sport founder and the FIA’s Deputy President for Sport — called the tender “a big opportunity” to inject fresh energy and capital into the series. For a discipline built on raw speed and remote stages, better packaging, smarter digital, and more connected fan experiences are the obvious next steps. The bones are strong; the presentation is what’s for sale.
On the road, the title fight is humming as the calendar heads to something new. Rally del Paraguay debuts on August 28, with Toyota’s Elfyn Evans holding a three-point lead over teammate and two-time champ Kalle Rovanperä. Eight-time champion Sébastien Ogier is a further 10 back and, crucially, has committed to the rest of the season as he chases Sébastien Loeb’s record of nine titles. Hyundai’s Ott Tänak, the 2019 champion, is level with Ogier on 163 points and the highest non-Toyota in the mix.
The tender arrives at the right time. Interest is up, the competitive storyline writes itself, and the WRC’s product — snarling hybrids hammering through forests and city superspecials — is tailor-made for short-form and live-event audiences. Now it’s about who wants to take the wheel, and how hard they’re willing to push.
