EQT Eyes £500m Deal for World Rally Championship Promoter

Swedish private equity giant accelerates into motorsport investment with WRC bid

EQT Joins Race to Acquire World Rally Promoter

Swedish-based private equity firm EQT Partners is reportedly gearing up to make a £500 million bid for WRC Promoter, the company that owns the commercial rights to the World Rally Championship (WRC) and the European Rally Championship.

This potential acquisition places EQT in competition with other private equity players as a formal auction process for the WRC rights gets underway.

Who Owns WRC Promoter?

WRC Promoter is currently jointly owned by Red Bull, the Austrian energy drinks giant, and German investment firm KW25. The company has held the commercial rights to both the WRC and the European Rally Championship, both of which are governed by the Federation Internationale de l’Automobile (FIA).

A sale has been anticipated since mid-2024 when JP Morgan was reportedly appointed to manage the auction process, according to earlier reports from Reuters.

EQT's Growing Interest in Sports Assets

Although EQT hasn’t historically been a major player in sports media and rights, it has recently increased its activity in the sector:

• Acquired a stake in Baller League, a six-a-side football format backed by Gary Lineker.
• Participated in the 2023 auction for the Bundesliga’s commercial rights, Germany’s top football league.

This bid for WRC Promoter marks another significant move as EQT looks to expand its footprint in global sports and entertainment.

WRC: A Motorsport Series on the Rise

The World Rally Championship, one of the most prestigious motorsport series globally, continues to attract a growing international fanbase. After five rounds of the 2025 WRC season, British driver Elfyn Evans currently leads the standings.

The next round of the championship is set to take place in northern Sardinia, Italy, later this week — a reminder of the sport’s global appeal and media potential.

Strategic Value Behind the £500m Valuation

The estimated £500 million valuation reflects the growing commercial potential of the WRC and motorsport more broadly. With expanding media rights, sponsorship opportunities, and digital content strategies, private equity firms see rallying as a viable growth market within the sports business landscape.

Should EQT succeed in acquiring WRC Promoter, it would gain a valuable foothold in motorsports rights management, opening doors to further investment opportunities across the sector.

Final Thoughts: Will EQT Secure the Deal?

While EQT has declined to comment, its interest signals a broader trend of private equity entering the high-octane world of motorsport. As the auction progresses, all eyes will be on who crosses the finish line first in securing the WRC’s commercial future.

Source: (SKY News.com)