Toto Wolff, who owns one-third of the Mercedes Formula 1 team, is in advanced talks to sell about 5% of his stake through his holding company, according to industry sources and recent reports.

The deal, set to value the storied team at $6 billion, marks a new high for Formula 1 franchise valuations, far eclipsing McLaren’s $4.7 billion mark set by recent stock transactions. The buyer is reportedly George Kurtz, CEO of US-based cybersecurity firm CrowdStrike, a longtime Mercedes sponsor and racing enthusiast.​

If completed, Wolff would retain a significant ownership position while remaining CEO and team principal. Mercedes’ three-way split between Wolff, Mercedes-Benz, and chemicals giant INEOS ensures continuity, with a team spokesperson confirming all partners remain committed and governance unchanged.

Financial Boom and Team Legacy

The blockbuster valuation draws on Mercedes F1’s robust financial growth, with 2024 revenues topping £636 million ($858 million) and profits of $161 million.

Since joining Mercedes in 2013, Wolff has helped lead the team through its golden era, collecting eight consecutive constructors’ titles and seven drivers’ championships between 2014 and 2021. The investment surge reflects Formula 1’s expanding international reach and surging popularity driven by digital platforms and wider fan engagement.​

The sale’s context aligns with F1’s broadening market, where franchise values have soared post-pandemic, helped by streaming success and heightened commercial appeal in the US and beyond.

CrowdStrike’s Role and Future Prospects

CrowdStrike’s potential stake further deepens its ties with the Mercedes team, beyond existing promotional partnerships. George Kurtz is a noted motorsport supporter, bringing a new level of American investment to the paddock.

The move comes as Mercedes remains a top contender on track, currently second in points behind Red Bull, with the spotlight on whether they can repeat past dominance in the coming seasons.

With this landmark transaction, Wolff’s financial acumen and Mercedes’ commercial strength position the team not just as an F1 powerhouse but as a blueprint for sport industry investment success. Wolff remains at the helm, as Mercedes’ long-term vision continues to attract global attention and investment.