Toto Wolff, who holds a one-third share (33 %) in the Mercedes F1 team alongside Mercedes-Benz and INEOS, is reportedly in advanced discussions to sell a portion of his stake.
The prospective sale would involve a mid-single-digit percentage stake in the team, according to multiple outlets.
The deal would value the Mercedes F1 team at around £4.6 billion.
Importantly, although Wolff may sell part of his holding company’s stake, he is expected to remain in his roles as team principal and CEO, and the team’s governance structure is reported to remain unchanged.
Why It Matters
The value of F1 teams is surging
The reported $6 billion valuation underscores how much the F1 business has evolved, as it’s not just racing cars, but a global brand encompassing media, sponsorship, and investment.
Strategic move for Wolff
While selling part of his stake might raise eyebrows, the arrangement appears to be structured in a way that maintains his operational control intact. In effect, it may allow Wolff to realise some liquidity while retaining influence over the team’s future.
Image Credit: Deposit Photos
Implications for the Team and Investors
The steady governance message is key: Mercedes-Benz, Wolff, and INEOS remain the three equal partners, each with a 33% stake.
Bringing in a new investor (reported in some sources as George Kurtz, CEO of cybersecurity firm CrowdStrike and current Mercedes partner) could strengthen commercial ties and open further business opportunities.
It signals to the market that F1 team ownership is considered a high-value asset class, perhaps attracting more private equity or corporate investment.
Possible Motivations & Considerations
Cash-out opportunity
If Wolff’s stake is part of a holding company, selling a portion allows liquidity while retaining an operational role.
Diversification
After years of investment and success, it might make sense to diversify asset exposure.
Growth context
With F1’s expansion (U.S. market, streaming, global audience), valuations are elevated; selling now might catch the market at a peak.
Governance clarity
By structuring it so that governance remains unchanged, the message to sponsors, drivers, and fans is one of stability rather than exit.
What’s Not Confirmed
The identity of the buyer. While some have named George Kurtz, others still list the buyer as “undisclosed” or “to be confirmed”.
Exact percentage and financial terms: “mid‐single‐digit” is vague; the final number is not yet public.
Finalised deal: these reports are of “advanced talks”, not a completed transaction.
Moving Forward
If the deal closes, it may set a new benchmark for team valuations in Formula 1 and spur further investment.
For Mercedes F1, it doesn’t appear to impact on-track operations and added investor involvement might bring further commercial synergies.
For Wolff personally, this could mark a transition toward a slightly changed role, one that is more of an investor-executive-owner than a pure operator, although his day-to-day role remains the same for now.
Watch how this compares to other teams’ ownership models: as F1 becomes more of a global entertainment/media asset, we may see more of these part-stake deals.
To Finalise
To conclude, if this is true, Toto Wolff’s partial sale of his Mercedes F1 stake reflects the peak of the sport’s commercial value, while allowing him to remain in control operationally. It’s a bold move for both liquidity and legacy and a signal that F1 team ownership is now firmly in the big-business arena.
To read about the driver standings and upcoming races, click here: Max Verstappen’s Path to F1 Glory: Key Challenges Await
Written by Lucy Armour.
