FIA launches tender process for new WRC promoter

The FIA will facilitate a tender process to help secure a new promoter for the World Rally Championship.  

Motorsport’s governing body announced the move in a statement, which marks the FIA’s first official communication confirming that the WRC Promoter is seeking a sale. However, it has been widely known that the German firm has been searching for a buyer for more than a year. 

Reuters reported in 2024 that the WRC Promoter was gearing up for the sale. It claimed that the current promoter, owned by Red Bull and KW25, was working with JPMorgan, one of the world’s largest banking companies, to find a willing buyer – with the asking price approximately €500million. 

Autosport understands that several potential suitors from Europe, America and the Middle East have declared interest in purchasing the WRC Promoter. A number of interested parties have attended events this year. 

“The FIA’s priority is to ensure that the WRC is best placed to maximise on this potential and deliver value to all its stakeholders, including drivers, teams, manufacturers, organisers and fans, while also preserving its strong heritage,” read a statement from the FIA. 

“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. This is an exciting opportunity for a new enterprise to take the championship to the next level and to build out engagement with a new generation of fans. 

“JPMorgan, the global financial services company, will be acting as financial advisor to Red Bull and KW25, supporting them through the tender process.” 

This latest development could help push through a sale before the start of the 2026 season. The completion of a potential sale has been among the key objectives Malcolm Wilson set himself when he became the FIA’s deputy president in June.  

“The FIA World Rally Championship is the longest-running motorsport series of its kind, one of the most thrilling competitions in the world, with a unique heritage and an exciting growth trajectory ahead,” said Wilson. 

“The tender process for the commercial rights holder is a big opportunity for a new enterprise to take the championship into its next chapter with renewed energy and investment. We will work with Red Bull and KW25 to find the best fit for this important role.”

FIA president Mohammed Ben Sulayem added: “The FIA World Rally Championship is at an exciting moment in its history. Millions of fans around the world are following the action, and new, younger audiences are driving its global growth. This championship has enormous potential, and it is our responsibility as governing body to ensure it continues to grow and reaches new heights.

“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.”

All WRC drivers with Mohammed bin Sulayem, FIA President

Photo by: Red Bull Content Pool

WRC Promoter GmbH acquired the commercial rights to the World Rally Championship in 2013. Previously, the promotion was handled by North One Sports, but the 10-year contract (in force since 2010) with the FIA was cancelled before the 2012 season when North One Sports declared bankruptcy.

Since taking ownership of the WRC’s commercial rights, the company has taken on the development of television and internet broadcasting.

Firstly, WRC+ was set up, offering broadcasts of selected stages, and the breakthrough came in 2018 with the launch of the All Live platform, which broadcasts every stage live. In 2021, WRC Promoter added World Rallycross to its portfolio, followed 12 months later by the European Rally Championship.

The FIA has since taken on the promotion of the World Rallycross Championship from WRC Promoter this year.