- FIA claims biggest deal in WRC history
- Series could return to the USA
The International Automobile Federation (FIA) has confirmed French automotive group Cosmobilis and private credit investor Park Square Capital have acquired the commercial rights to the World Rally Championship (WRC).
The commercial rights are handled by WRC Promoter, which has operated both WRC and the European Rally Championship (ERC) since being set up by previous owners Red Bull and German investment company KW 25 in 2013.
The FIA refused to comment on the financials of the deal, but the release confirmed this is ‘the biggest deal in the history of these championships’. In June 2025, private equity firm EQT Partners was linked to a UK£500 million (US$676 million) takeover bid. It is unclear how close the successful bid was to this rumoured price.
The new promoter will be led by new chief executive Éric Boullier, an experienced motorsport executive who has previously served in senior roles for the likes of McLaren and Lotus in Formula One.
The long-term deal promises to make rallying ‘more accessible, more competitive, and more commercially successful’. Cosmobilis and Park Square Capital will look to do this through stronger storytelling, enhanced distribution, and new multi-platform content.
As part of the agreement, FIA branding will be significantly increased across worldwide events and broadcasts, while a new FIA Growth Fund will be established to support global rally development initiatives.
“This is truly the deal of the century for rallying, and I am proud to announce this transformative step forward, and never before seen levels of investment,” said Mohammed Ben Sulayem, president of the FIA.
“Not only will it deliver real benefits to fans, competitors and our member clubs worldwide, but this investment signifies confidence in the future of our sport as its global popularity continues to grow.
“The future of our championships is at the heart of every decision we make, and we have ensured that we not only secure the right partner for today, but one who shares our long-term vision.
“My thanks to FIA Deputy President for Sport, Malcolm Wilson and his dedicated team for delivering this, and I am looking forward to working closely with our new promoter.”
“I take on this challenge with enthusiasm and determination, but also with humility and a strong sense of responsibility – to make these exceptional championships even more compelling,” added Boullier.
“Alongside the FIA and our partners, we want to make every round a spectacular event, designed to thrill fans around the world.
“The goal is clear: to establish the WRC and ERC as world-class global brands and a driver of sustainable growth, closely aligned with today’s technological and environmental challenges.”
What are the priorities for the new promoter?
Speaking at the BlackBook Motorsport Forum in March, International Automobile Federation (FIA) road sport director Emilia Abel acknowledged that WRC “has become a bit of a niche product”.
New regulations are being introduced next season in an attempt to fix this problem. They will be set in stone for the next ten years, which provides the stability required to encourage manufacturers to join the sport. It also allows WRC to make long-term plans, with the focus now shifting to the calendar.
WRC will return to the UK for the first time since 2019 with the introduction of Rally Scotland in 2027, and next year will see WRC’s Italian round move from Sardinia to Rome.
Crucially, subject to a candidate event, WRC will return to the US for the first time in four decades, something that will have made this acquisition particularly attractive for Cosmobilis and Park Square Capital.
And this new promoter has plenty of potential on which it can capitalise with the correct strategy.
The championship claims an annual TV audience of 1.3 billion and 2.2 billion social media impressions, making WRC the second-largest four-wheeled motorsport in the world.
That TV figure is based on aggregate exposure across highlights and global broadcasts, rather than the race-by-race data commonly used in Formula One. The ambition now will be that the new regulations lure more manufacturers to help back up that claim.
There is already evidence of the impact when WRC gets its approach right. The Safari Rally in Kenya broke the series’ social media records with 90 million views and 15 viral clips.
The signs are encouraging, but WRC will hope its new promoter can beckon a new era of rallying.
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