Is Mercedes F1 CEO Toto Wolff Planning to Sell his Stake?

At the forefront of the 2025 Formula 1 season, Mercedes has showcased a remarkable resurgence with multiple race wins, highlighting its return to competitive form after a challenging few years marked by fierce competition from rivals Red Bull and Ferrari. 

The team's renewed pace and strategic consistency has reaffirmed Mercedes’ place as one of the sport’s elite units.

Off the track, Toto Wolff, the CEO behind the F1 company, is reportedly in advanced talks to sell part of his shareholding in the F1 team, marking an important development as the team builds on its recent successes and looks ahead to long-term stability in the sport’s evolving business landscape.

Toto owns around a third of Mercedes F1 and reportedly plans to sell a shareholding of around 5%, with the Austrian retaining around 28% and maintaining his influential presence within the team’s leadership.

The deal, first reported by Sportico, values Mercedes at £4.6bn (US$6bn) – a record for an F1 team after McLaren was valued at £3.5bn (US$4.6bn) in September’s change of ownership structure, signalling a rising commercial interest in Formula 1 teams globally.

Inside the stakes sale

The Financial Times reports that the plan is to sell the percentage of the stake to CrowdStrike’s George Kurtz.

The Co-Founder and CEO of the cybersecurity company has led a long-standing commercial partnership with Mercedes F1 since 2019, one that extends beyond branding to include technological collaboration and data protection systems that enhance the team’s performance infrastructure. 

Its branding appears on the F1 cars and on the team's drivers’ apparel.

The other shareholders in the team are Mercedes itself and chemical company Ineos, both of which remain integral to the team’s operations and long-term vision.

Addressing the news, a Mercedes spokesperson said: “We will be making no comment on this. The governance of the team will remain unchanged and all three partners are fully committed to the ongoing success of Mercedes-Benz.”

Financial performance 

According to the Financial Times, the proposed sale marks a significant rise in Mercedes’ valuation since January 2022, when Ineos paid £208m (US$274m) for its one-third share. 

Mercedes F1’s latest financial results reflect the strength behind that valuation: revenues climbed from £546m (US$719m) in 2023 to £636m (US$838m) in 2024, with pre-tax profit increasing to £163m (US$214m). 

A final dividend of £125m (US$164m) was proposed for the year, underscoring the team’s profitability.

As leadership will remain unchanged, Toto will continue as Chief Executive and Team Principal, ensuring continuity in leadership following a decade that has delivered seven drivers’ titles for Lewis Hamilton and eight constructors’ championships since 2013.

As noted by the BBC, the rise in Mercedes’ valuation reflects the broader growth of Formula 1 in recent years, driven by its global expansion and increasing appeal to investors. 

The success of F1: The Movie, which grossed more than $630m at the box office, and the sport’s strong media presence have reinforced its commercial power. 

Mercedes’ consistent performance under the CEO’s leadership continues to underpin its position at the forefront of the championship.