According to persistent rumors, former F1 team boss and French Grand Prix organizer Eric Boullier is expected to be soon appointed promoter of the World Rally Championship by the FIA.
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The current promoter of the World Rally Championship, the German-based company WRC Promoter, has been looking to sell its activities since autumn 2024, initiating a highly-followed sales process in the motorsport world.
Since then, interest in a change of commercial rights holder has continued to grow.
A manager with multiple hats
The International Automobile Federation has been directly involved in this process, participating in the evaluation of candidates as part of a structured tender. At the start of the season, it had indicated that an official announcement concerning the new promoter could be made in the following months.
According to some information, a buyer has now been found, although no official confirmation has yet been published. The commercial rights to the championship are expected to be acquired by an investment consortium led by Eric Boullier, former team principal in Formula 1 and previously long-time team manager of the DAMS team in junior formulas.
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In F1, Boullier notably managed Lotus (ex-Renault) between 2010 and 2013, before becoming racing director at McLaren from 2014 to 2018, then promoter of the French Formula 1 Grand Prix at Le Castellet from 2018 to 2022. The French engineer has since been involved as CEO of the startup Circle, which develops an urban electric vehicle.
A long-term lease
The envisioned agreement would be particularly structuring, with a duration potentially extending until 2051, or 25 years, an exceptionally long horizon that would reflect a desire to stabilize and sustainably develop the championship.
Currently, WRC Promoter is supported by Red Bull and the investment company KW 25. When put up for sale, the owners hoped to obtain up to 500 million euros for the commercial rights. These cover key elements: television production, media rights management and sponsorship, as well as contracting with event organizers.
If the operation is confirmed, it could mark a major strategic turning point for the WRC, redefining its economic model and its international positioning in the long term. For several years, the road competition has indeed suffered from a lack of visibility and a reduced field of two or three manufacturers.
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