Rally Finland on 31 July marked a major shift for the World Rally Championship (WRC). The FIA announced a long-term deal transferring commercial rights of the WRC and European Rally Championship to a group formed by automotive tech firm Cosmobilis and investment firm Park Square Capital. Former Formula 1 executive Eric Boullier will serve as CEO of the new organisation.
Amid the excitement, two M-Sport Ford drivers, Josh McErlean and Jon Armstrong, have highlighted a critical issue: how can the WRC attract more manufacturers? Both are optimistic about the new leadership but insist that appealing to sponsors and manufacturers must be a top priority.
McErlean, who impressed in Finland, believes the lack of manufacturer interest is not due to a shortage of spectators. "Look at the number of people here in Finland and in every country we go to, there are so many fans and spectators. Yet we're still not getting the level of interest from manufacturers that we need," he said. He points to one specific area for improvement: the VIP and hospitality experience.
According to McErlean, rallying currently struggles to offer corporate guests the same comprehensive experience available in championships like Formula 1. "VIP guests can get a ride in a car, but after that you might not see them again or get the chance to speak to them," he explained. This issue also affects drivers and their personal commercial partners.
McErlean acknowledges that the WRC cannot be directly compared to F1, as an F1 weekend centres on a single circuit while a rally is spread across a wider area. However, he believes the WRC can learn from F1. "In Formula 1, everything happens in one place. But on days when there's less going on, for example, there could be somewhere where you can spend time with those people," he suggested.
He stressed the importance of making the WRC attractive to major companies and other parties bringing commercial investment. "We need these big players and we need to make sure they enjoy being there. I think that's one area worth looking at," he added.
Jon Armstrong also sees the promoter change as a major opportunity. "The situation is a little unclear, but I think the new promoter is exciting. I think they'll shape things in a new way and bring a different flavour to it," Armstrong said. He also highlighted the upcoming technical overhaul, with new regulations due next year, though it remains unclear whether they will succeed in attracting new manufacturers.
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