Partners Group has agreed to EQT is reportedly preparing a bid worth approximately £500m ($675m) to acquire WRC Promoter, the commercial rights holder of the World Rally Championship (WRC), according to Sky News.

The potential deal would mark a rare move by the Swedish private equity firm into the global sports sector.

WRC Promoter, currently owned by Red Bull and German investment group KW25, appointed JPMorgan Chase in mid-2024 to explore a sale. While WRC declined to comment, sources suggest EQT is one of several firms evaluating an offer.

The sale comes as WRC targets global growth, with a US-based rally confirmed for 2026. Although event director Simon Larkin has indicated that the current 14-race calendar is close to capacity, the US expansion presents new commercial opportunities for incoming investors.

EQT has been gradually increasing its exposure to sports assets. It invested $25m in Baller League – a creator-led football tournament – last year and previously explored acquiring a minority stake in the Bundesliga’s media rights business.

The potential WRC acquisition would position EQT at the centre of a sport looking to expand its international appeal, with new ownership expected to accelerate commercial development in key growth markets.

Source: Sky News

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