Toto Wolff in talks to sell 5% of Mercedes F1 stake

Toto Wolff, who manages one of the top teams on the Formula 1 grid and holds a one-third stake in his team alongside Mercedes-Benz and INEOS, is reportedly in advanced talks to sell a portion of his holding.

Should the deal go through, the transaction would not only have a significant impact on the team but also reflect the immense wealth valuation the industry has experienced in recent years.

The potential sale would involve a 5% percentage stake, valuing the Mercedes F1 team at around €5.2 billion, according to various media reports.

Crucially, while Wolff may sell part of his holding company’s stake, he is expected to remain in his roles as team principal and CEO, with the team’s governance structure reportedly remaining unchanged.

The news is significant for the industry, as the reported valuation highlights how much the F1 business has evolved. “It is no longer just about racing cars, but a global brand encompassing media, sponsorship, and investments, attracting hefty sums,” some reports note.

While selling part of his stake might raise eyebrows, media sources suggest the arrangement is structured to maintain Wolff’s operational control. “In effect, it may allow Wolff to realise some liquidity while retaining influence over the team’s future,” the reports add.

The message of steady governance is key: Mercedes-Benz, Wolff, and INEOS remain equal partners, each holding 33%. If Wolff’s stake is part of a holding company, selling a portion would allow liquidity while keeping his operational role intact. Speculation points to a share sale of around 5%, representing a substantial increase in value since INEOS acquired its stake for €235 million in 2022.

Bringing in a new investor—reported by some sources as George Kurtz, CEO of cybersecurity firm CrowdStrike and current Mercedes partner—could strengthen commercial ties and open additional business opportunities.

The potential for growth is reflected in the recent success of the F1 movie starring Brad Pitt, released last summer and grossing more than $630 million at the box office. “It is Pitt's most successful film and the most successful sports movie,” industry analysts note.

On the track, Mercedes currently sits second in the constructors' championship behind McLaren, with three races remaining this season.

Their lead driver, George Russell, has won two of the 21 grands prix this year and is fourth in the drivers' standings, behind McLaren’s Lando Norris and Oscar Piastri, and Red Bull’s Max Verstappen.

The team previously dominated the sport, winning a record eight consecutive constructors' championships and seven drivers' titles—six for Lewis Hamilton and one for Nico Rosberg—between 2014 and 2021.

By Nazrin Sadigova