Potential Sale of WRC Promoter GmbH Explored Amid High Sports Media Rights Valuations

The owners of the World Rally Championship commercial arm are considering selling the business, targeting a valuation of up to 500 million euros. Red Bull and KW 25 aim to capitalize on high sports media rights valuations, with JPMorgan facilitating the potential sale. Expansion into the U.S. market is a key goal.

The owners of the World Rally Championship's commercial arm are exploring options, including a possible sale of the business, amid high valuations for sports media rights, according to sources familiar with the matter.

Austrian drink group Red Bull and German firm KW 25 are working with JPMorgan to prepare for a sale of WRC Promoter GmbH, potentially valuing the company at 500 million euros ($550.3 million), sources said. The Munich-based business could achieve EBITDA of over 20 million euros this year. However, discussions are ongoing, and a sale is not guaranteed.

WRC Promoter, co-owned by Red Bull and KW 25, manages the commercial aspects of the FIA World Rally Championship, including TV production and media rights. Securing a new owner could expand its global reach, especially in the U.S. market. The shareholders aim to leverage the growing value of sports media rights.