The Fédération Internationale de l’Automobile (FIA) has announced the launch of a tender process to find a new commercial rights holder for the World Rally Championship (WRC), in a move set to reshape the future of one of motorsport’s most celebrated competitions.
The decision follows discussions with Red Bull and KW25, who currently hold the commercial rights to the Championship. Both parties, alongside the FIA, agreed that opening the tender would create new opportunities to drive growth, expand global audiences and strengthen WRC’s long-term commercial appeal.
The WRC has witnessed a surge in popularity in recent years. Figures released by the FIA show a cumulative television audience of 1.3 billion in 2024, alongside more than four million on-site visitors at rally stages across the world. Almost half of those fans were aged between 18 and 34, highlighting the Championship’s appeal among younger generations.
With its growing momentum, the FIA sees this as a pivotal moment to attract fresh investment and strengthen fan engagement.
“Millions of fans around the world are following the action, and new, younger audiences are driving its global growth,” said FIA President Mohammed Ben Sulayem. “This Championship has enormous potential, and it is our responsibility as governing body to ensure it continues to grow and reaches new heights.”
He added that the process would be vital in shaping the “long-term vision” of the WRC, ensuring both commercial strength and the preservation of its rich heritage.
A turning point for global rallying
The World Rally Championship is the longest-running motorsport series of its kind. Its unique format, which challenges drivers and manufacturers across diverse terrains and climates, has made it one of the sport’s most thrilling competitions.
Malcolm Wilson OBE, FIA Deputy President for Sport, described the tender as “a big opportunity for a new enterprise to take the Championship into its next chapter with renewed energy and investment.”
Industry experts say the move could open the door to fresh sponsorship deals, digital innovation and new ways of connecting with global audiences, especially through streaming platforms and social media. With rallying particularly popular in Europe, Latin America and Asia, a stronger commercial partner could also expand its reach into untapped markets.
The next round of the Championship will take place on 28 August at Rally del Paraguay, a debut for the South American nation as a host. The inclusion of new locations is part of the WRC’s strategy to expand its global footprint.
JP Morgan to advise
Red Bull and KW25 will continue to work alongside the FIA during the transition. JP Morgan has been appointed as financial advisor to Red Bull and KW25, supporting them through the tender process.
The FIA has not yet confirmed a timeline for the appointment of the new rights holder, but officials have stressed that long-term commitment and investment will be central to their decision.
For fans, the tender signals a potentially transformative era for the Championship — one that could see rallying become more accessible, more widely broadcast, and better positioned to thrive in a rapidly evolving sporting landscape.
