The anticipation is reaching fever pitch within the World Rally Championship community. After weeks of speculation and missed deadlines, the FIA has finally offered an update on the intensely important process to select the WRC’s next promoter, confirming to DirtFish that they are now entering the “closing stages” of the high-stakes tender.
The rally world had circled last week’s FIA World Motor Sport Council meeting in Uzbekistan as the likely announcement date for the entity that will steer the WRC’s commercial future for the next 25 years. However, the decision—a quarter-century commitment—is proving too weighty to rush.
The Weight of a 25-Year Commitment
In a statement provided to DirtFish, an FIA spokesperson underscored the magnitude of the decision and the necessity of due diligence:
“The appointment of a new promoter is a significant moment for the future of the championship, and the FIA is currently assessing a number of proposals as part of the tender process.”
They continued, acknowledging the delay while defending the meticulous approach: “These are complex agreements, and it is essential that sufficient time is taken to evaluate each submission thoroughly to ensure the best possible outcome for the long-term growth of the championship.”
The message is clear: the FIA is prioritizing the right decision over a fast one.
The Final Two: A Two-Horse Race?
Sources close to the process have indicated that the competition has narrowed significantly. Tendering parties have been visible at several WRC events in the latter half of the season, and reports suggest the battle for the commercial rights is now down to two separate entities.
This isn’t just about money; it’s about vision, longevity, and the stewardship of one of motorsport’s most passionate disciplines. The stakes couldn’t be higher.
The identity of the two final entities being considered is not officially confirmed by the FIA, but reports from reliable motorsport journalists and industry sources have indicated the key bidders.
The final selection is understood to be between:
- EQT Partners: A major global private equity firm based in Stockholm. They were reported to be weighing up a multi-million-pound takeover bid early in the process and represent the interest from the financial/investment sector, aiming to significantly grow the championship’s commercial value.
- A Consortium led by Lorenzo Bertelli (and a Saudi-backed group):
- Lorenzo Bertelli is a former WRC driver and heir to the Prada fashion group. His involvement is often viewed as representing a passion-driven approach, combining deep rally knowledge with significant wealth.
- Some reports have linked Bertelli’s group with an unnamed Saudi-backed entity, reflecting a growing trend of Middle Eastern investment in major global sports.
While the exact structure of the final two bids may be complex (especially the second consortium), the general consensus is that the FIA is choosing between a major global investment firm (EQT) and a motorsport insider with significant capital and potential Middle Eastern backing (Bertelli/Saudi).
Malcolm Wilson’s Guiding Hand: A Rally Legend’s Assurance
Adding a layer of credibility and reassurance to the process is the involvement of Malcolm Wilson, the revered M-Sport boss and current FIA deputy president for sport. His lifetime dedication to rally is a powerful guarantee that the sport’s core values are being considered.
One source close to the tender process eloquently captured the mood and the pressure:
“There’s no doubt, the timescale for this whole operation [has been] complicated – it’s very short. Is it better to make the rush, or to take the time and bring the right decision? Don’t forget, we have Malcolm [Wilson] in there working from the FIA – he is somebody with his lifetime in the sport. Maybe [the] news isn’t coming today, but when it comes it has to be good.”
Wilson’s presence is a crucial signal to teams, manufacturers, and fans alike: this is not a bureaucratic transaction, but a decision being made with the WRC’s soul in mind.
What’s Next?
While the official word remains “closing stages,” the community waits, confident that the careful assessment is building towards a robust future. The current promoter’s tenure is winding down, making the need for a seamless transition paramount.
The WRC’s path forward—its media strategy, calendar, commercial appeal, and ultimately, its global footprint—will soon rest in the hands of the successful bidder. The rally world is ready for the next chapter.
Do you think the FIA is right to take its time, or should they have accelerated the process to provide more certainty for 2026?
