Porsche ‘marketing dollars’ would benefit everyone in F1 – Toto Wolff


Ian Parkes and Ewan Gale

Mercedes team principal Toto Wolff has insisted that Porsche’s wider activation potential ensures the German manufacturer will add value to F1 should it join.

Porsche’s potential merger deal with Red Bull recently collapsed, leaving its F1 entry in limbo.

This means that the options available remain to either enter as a power unit provider only, create your own team to become the 11th entry, or acquire an existing team.

Andretti Global has been met with skepticism within F1 over its ability to add to the current roster of outfits following the launch of its entry offer earlier this year.

Explaining how Porsche would overcome the “value” hurdle that has been put in the American team’s way, Wolff pointed to the business side of its German rival as well as racing performance.

“Every big company, especially the car companies – not just the car companies, because Red Bull is also very good at it – they not only buy the racing team and put large sums of money into running it, but invest even more in activation, which is good for Formula 1,” explained Wolff.

“And if a brand like Porsche, known around the world, invests its marketing budget in activating Formula 1, we will all benefit.

“That’s the important part. It’s not just about having the team and leading it, but in all the markets [there would be] big publicity, big campaigns, putting the brand out there. That’s why it’s important to have these big brands in Formula 1.”

Porsche must find an “interesting project”

A branch of the Volkswagen Group at Audi is already on board to be an engine supplier from 2026 and is set to partner with Swiss firm Sauber after Alfa Romeo announced the end of the current partnership at the end of 2023.

As the Expression of Interest deadline nears for 2026 OEMs in October, Wolff insisted the door would not close on Porsche’s interest for good.

“I don’t think you need to register until October 15 if you want to join another year later,” he said.

“Certainly it would be accretive for Formula 1 if Porsche joined as well.

“They just need to find out if there is another interesting project, if they can buy a team and maybe it’s not for 26.

“Maybe it’s ’27 or ’28 but it would be a great addition to the Formula 1 grid.”


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