Wolff still hopes Porsche's 'marketing dollars' make it to F1

Porsche won't be entering Formula 1 in 2026 with Red Bull as everyone anticipated, but Mercedes boss Toto Wolff still hopes the manufacturer and its massive marketing power find their way to the grid in the future.

Red Bull and Porsche recently called off their talks to form a joint-venture in F1 that would have seen the Stuttgart marque partner on equal terms with the energy drink company.

But Red Bull had second thoughts about selling half of its interest in its team to a partner that would have potentially weighed down the F1 outfit in terms of its decision-making procedures and operations, while also contributing little in terms of technical input on the engine front.

A significant presence in Formula 1 of Porsche, supported by a likely important marketing and activation programme, would commercially benefit the sport as a whole.

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And while Audi has picked up the baton, Wolff hopes that Porsche - another potentially redoubtable rival for Mercedes - will eventually follow suit and join the fray.

"Every large corporation, especially auto companies - not only auto companies, because Red Bull is also pretty good at that - they not only buy the racing team and invest large amounts of money into running it but invest even more into activation, which is beneficial for Formula 1," explained Wolff.

"And if a brand like Porsche that is known all over the world puts their marketing dollars into activating Formula 1, we will all be benefiting.

"This is the important part. It's not just about having the team and running it, but in all the markets [there would be] big advertising, big campaigns, putting the brand out there.

"That is why having these big brands in Formula 1 is important."

After scrapping its deal with Red Bull, Porsche is back to square one regarding its F1 options.

It could enter the sport as an engine manufacturer from 2026, but it would need to notify the FIA of its intention to be a PU supplier by October 15 of this year.

Porsche could also continue to follow the partnership route with an existing team, or set up its own outfit and solicit a spot on the grid from 2026 as an eleventh team, a privilege so far denied to Andretti Global.

Regardless of the pathway it may choose, Wolff hopes the Porsche name graces the grid in F1 at some point in the future.

"I don’t think you need to sign up until 15th October if you want to join another year later," he said.

"Definitely, it would be accretive to Formula 1 if Porsche would join as well.

"They just need to figure out if there is another interesting project, if they can buy a team and maybe that is not for ’26.

"Maybe that is ’27 or ’28 but it would be a great addition to the grid in Formula 1."

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