Toto Wolff Sells Stake in Mercedes F1 at Record $6 Billion Valuation – George Kurtz Acquires Portion
Mercedes F1 has set a new benchmark as the most valuable team in Formula 1 history after a deal valuing the outfit at a staggering $6 billion (£4.6 billion). Team principal and CEO Toto Wolff has sold a portion of his one-third stake to American billionaire George Kurtz, co-founder and CEO of cybersecurity giant CrowdStrike and a long-standing Mercedes sponsor. The transaction, confirmed November 17, 2025, sees Kurtz acquire approximately 5% of the team overall through Wolff’s holding company, netting the Austrian around $300 million (£230 million) while leaving him firmly in control of day-to-day operations.
Key Deal Highlights
- Valuation: $6 billion – highest ever for an F1 team (surpasses McLaren’s $4.7 billion from October 2025)
- Stake Sold: ~15% of Wolff’s holding (~5% of total team)
- Buyer: George Kurtz (personal investment, not CrowdStrike)
- Wolff’s Role: Remains Team Principal, CEO, and one-third shareholder
- Ownership Unchanged: Mercedes-Benz AG, INEOS, Wolff each retain 33%
- Comparison: INEOS paid $275 million for 33% in 2020/21 (team then valued ~$825 million)
This blockbuster move underscores F1’s explosive financial growth, with team values soaring amid global popularity surges.
Why $6 Billion? F1’s Valuation Boom Explained
Just five years ago, Mercedes was valued under $1 billion. The leap to $6 billion reflects multiple forces:
| Factor | Impact on Valuation |
|---|---|
| Netflix Drive to Survive | +300% U.S. viewership growth; new demographics |
| U.S. Market Expansion | 3 American races (Miami, Austin, Las Vegas); 2025 attendance records |
| Hollywood Boost | Brad Pitt’s F1 movie ($631 million gross, highest-earning sports film ever) |
| Cost Cap Stability | $135m 2025 budget cap = predictable profits |
| Revenue Growth | Mercedes 2024 revenue $812 million; F1 total $3.2 billion |
| Sponsorship Surge | CrowdStrike, Petronas, INEOS deals multi-year, high-value |
Kurtz: “F1 at inflection point—thriving business. U.S. opportunity massive. Valuations will grow to NBA/NFL levels.”
Forbes 2025 rankings (pre-deal):
- Ferrari $6.5 billion
- Mercedes $6 billion (post-deal)
- McLaren $4.7 billion
- Red Bull $3.8 billion
Wolff’s Position: Cash Out, Stay in Control
Wolff (53) retains full leadership—Team Principal since 2013, CEO since 2020. His holding company still owns ~28% post-sale.
Wolff: “George’s background unusual—racer, Mercedes ambassador, exceptional entrepreneur. Insight relevant for F1 future.”
Kurtz joins strategic committee (with Ola Källenius—Mercedes chair—and Jim Ratcliffe—INEOS) but no main board seat.
Mercedes statement: “Governance unchanged. All partners committed.”
Wolff’s wealth boost: Estimated net $1.6 billion → $1.9 billion. Funds family office diversification.
George Kurtz: From Le Mans Racer to F1 Investor
Kurtz (55, net worth $3.6 billion) founded CrowdStrike (NASDAQ: CRWD, $85 billion market cap). Passionate racer: Competed Le Mans 2024 (CrowdStrike by APR Ferrari).
CrowdStrike Mercedes sponsor since 2021—deal extended 2025.
Kurtz: “Personal investment—believe in F1 trajectory. Not corporate.”
Racing pedigree: Multiple IMSA class wins; 2025 Le Mans entry.
Mercedes On-Track: Second in Standings, Momentum Building
2025 season: Mercedes second constructors’ (456 points, 133 behind McLaren). George Russell: 4th drivers’ (218 points, 2 wins); Lewis Hamilton (Ferrari switch 2025) legacy intact.
Recent form: Podiums in 15/21 races; strong Vegas setup.
2026 regs: New power units—Mercedes favored (works team advantage).
Arteta—no, Wolff: “Focus winning—2026 huge opportunity.”
F1’s Financial Future: More Deals Incoming?
Deal signals investor wave:
- Cadillac (GM) joins 2026—valuations rise
- Red Bull minority stake talks
- Audi/Sauber rebrand
Forbes: Average team value $2.8 billion (up 40% YoY).
Kurtz: “Can grow into NBA/NFL territory.”
Wolff: “Sustainable model—cost cap, revenue share. F1 healthy.”
Verdict: Wolff’s Masterstroke Secures Legacy and Cash
Selling at peak valuation—$6 billion—Wolff cashes in while retaining control. Kurtz’s entry: Tech/racing blend for future.
Mercedes: On-track revival + off-track goldmine.
F1 2025: Most valuable sport globally? Evidence mounts.
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