The FIA World Rally Championship is entering a new era, but the sport’s fundamental identity will remain untouched. That was the clear message from newly appointed WRC Promoter CEO Éric Boullier, who outlined his vision for the future of the championship during a press conference at Rally Paraguay.
Boullier was joined by FIA President Mohammed Ben Sulayem and Cosmobilis Chairman and CEO Jean-Louis Mosca as they presented their plans following the recent change in ownership of WRC Promoter.
Despite the significant changes taking place behind the scenes, Boullier was keen to reassure the sport’s traditional audience that the essence of rallying will not be compromised.
“We will never, ever change the DNA of rallying,” Boullier stressed, making it clear that the unique character of the World Rally Championship will remain at the heart of its future development.
However, while the competition itself is expected to retain its identity, the way fans follow and experience the WRC could change considerably.
One of the main priorities will be to make the championship more attractive to younger and wider audiences through a stronger digital presence and increased activity across social media platforms.
According to Boullier, the WRC must move beyond its traditional hardcore fanbase and find new ways to introduce rallying to people who may not currently follow the sport. The ultimate goal is not only to attract viewers online, but also to encourage them to attend rallies in person.
The spectator experience could also undergo major changes. Boullier highlighted Saturday evenings as a particular opportunity, with plans to transform the service park into a more vibrant entertainment destination.
The concept of a “WRC Arena” would bring fans closer to the teams, cars and atmosphere of the event, turning the service park into a place where spectators can spend more time and enjoy rallying beyond the stages themselves.
Sunday could also see further experimentation with rally formats. The use of a single repeated stage, already seen at events such as Rally Estonia and Rally Finland, could provide better access for spectators while creating a more concentrated and television-friendly experience.
At the same time, Cosmobilis sees the WRC and ERC as much more than sporting championships. Mosca outlined a long-term strategy built around experience, brands and sustainability, with the ambition of creating an international platform connecting manufacturers, partners, media, technology and fans.
Closer cooperation between the FIA and WRC Promoter will also be essential. Ben Sulayem stressed that the two organisations must work together while listening to teams, drivers, fans and media as the championship prepares for a period of major change.
The WRC calendar could also evolve. Boullier revealed that there is already significant interest from potential rallies, although any expansion will have to take into account logistical, financial and sustainability considerations.
With new technical regulations arriving for 2027, increased investment and the possibility of attracting more manufacturers, the World Rally Championship is clearly preparing for a major transformation.
The challenge for its new leadership will be to modernise the championship without losing what makes rallying unique. The message from Boullier is therefore simple: the WRC is ready to change, but it will not forget where it came from.
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