Toto Wolff has moved again in Formula 1. The Mercedes F1 team principal sold 15% of his personal stake —equivalent to 5% of the team —to American billionaire George Kurtz, founder of CrowdStrike, a key strategic partner for Brackley. Reported by BBC Sport, the deal values Mercedes F1 at $6 billion (£4.6bn), an all-time record in the sport’s history.

For context: McLaren’s last major valuation in September put them at £3.5bn. Mercedes now sits just below Manchester United and above Liverpool in global value. For an F1 team this is a statement of commercial strength.

Wolff will receive around $300 million (£230m) but insists his role will remain unchanged: he stays team principal and CEO, keeping governance structure intact. Kurtz joining the strategic committee brings, according to Wolff, “a rare mix of business vision, tech culture, and real motorsport insight.”

Kurtz sees F1 at “an inflection point”, where global growth, budget cap stability, and U.S. market expansion drive valuations year on year. The bet is clear: if F1 maintains its trajectory, teams could reach the valuation levels of the NFL or NBA.

Mercedes’ value has increased more than sevenfold since INEOS acquired 33% for £208m in 2020, driven by hybrid era dominance, new partnerships, and a diversified revenue model, all within a sport reshaped by Liberty Media.

Cultural impact matters too. From Drive to Survive, the U.S. market boom, and unexpected phenomena like the global hit F1 film starring Brad Pitt, F1 has become a global entertainment asset.

On track, Mercedes remains strong: they arrive at the Las Vegas GP second in constructors, with George Russell fourth in the drivers’ championship, just behind Norris, Piastri, and Verstappen.

The takeaway: F1 is no longer just a technological sport; it’s an exponentially appreciating asset. The financial landscape is shifting: Ferrari valued by Forbes at $6.5 billion and Cadillac joining in 2026 show the category is booming, and Toto Wolff, as always, stays ahead of the curve.