The World Rally Championship (WRC) is backed by the German company WRC Promoter GmbH, which is owned by the Austrian energy drink giant Red Bull and the German investment firm KW 25.
Reuters reported on Thursday that the promotional company managing the commercial rights of the WRC is exploring its options, including the possibility of selling the entire business. This potential sale could occur before the end of the year.
The news agency bases its information on insider sources who wish to remain anonymous due to the confidentiality of the matter. According to these sources, WRC Promoter is working with JPMorgan to prepare for the possible sale.
Reportedly, the owners are hoping the business could fetch a price of up to €500 million. However, the sources emphasise that discussions are still ongoing and the sale may not proceed.
Representatives from JPMorgan declined to comment to Reuters. WRC Promoter, Red Bull, and KW 25 also did not respond to requests for comment.
A second source from the news agency suggested that a new owner could help the WRC expand its global reach, particularly in the United States. As previously reported, the WRC is expected to return to the United States in the 2026 season.
The WRC Promoter is responsible for the television production of the World Rally Championship, as well as its media and sponsorship rights.
The future of the World Rally Championship has been under scrutiny throughout this year. The series is in need of increased competition in its top class, and there is a desire to attract an even larger global audience.
