Has the WRC finally turned a corner in its promotion pursuit?

Harmony within the World Rally Championship has been a rare commodity over the last 12 months. Conflict over a lack of promotion or uncertainty over future technical regulations has been a regular theme.

But at Rally Portugal last weekend, there was a moment where the WRC Promoter, key stakeholders and the FIA all appeared to be singing from the same hymn sheet. There was a genuine feeling that the green shoots required to take this championship forward and unlock its potential to be a top player in the global sporting sphere are beginning to grow again.

This light-at-the-end-of-tunnel optimism for the future has arisen following a presentation delivered by the WRC Promoter outlining its key initiatives to improve the promotion of the championship.

While there has been a strong pushback from the manufacturers regarding the FIA’s proposed technical regulations for next year, and plenty of headlines have been devoted to uncertainty over rules for 2027 and beyond that are designed to attract new players to the table, raising the profile of the championship is just as important to stakeholders as firming up the rules.

The two factors go hand in hand. If the championship’s profile is raised and more eyeballs are watching it, the return on investment increases for those competing. This also makes opting to compete in the WRC an easier decision for automotive management boards to sign off and commit significant budget.

Last Saturday’s vision was a crucial moment for the WRC as it strives to be the ultimate version of itself. The meeting was held almost exactly a year after the WRC’s current plight was made clear by an outburst made by Hyundai’s Thierry Neuville, stating that the championship was at a critical point and needed change to improve its appeal.

The need to raise the bar has certainly been highlighted by the incredible success Formula 1 has achieved under Liberty Media, which has put pressure on all sporting disciplines to up their promotional game. Neuville’s words triggered action.

A forum was held between the promoter, drivers and teams in Sardinia last year to discuss ideas to improve the category. Elfyn Evans’ co-driver Scott Martin has since joined the WRC Commission to offer competitors a voice in the decision-making process moving forward.

Changes have been made…