Mercedes Team Principal Toto Wolff has become a billionaire, with a net worth of $1 billion, according to Forbes. Wolff's investments in motorsport, including a one-third ownership in Mercedes Benz Grand Prix Ltd, have proven highly lucrative. Additionally, the popularity of Netflix's Drive to Survive series has boosted the value of Formula 1 teams, contributing to Wolff's increased net worth.
Toto Wolff, the Mercedes Team Principal, has joined the ranks of billionaires in the sports world, with Forbes reporting his net worth at precisely $1 billion. Wolff’s inclusion in the 2023 World Billionaires list comes alongside other sporting legends such as LeBron James and Tiger Woods.
Wolff’s success in Formula 1 extends beyond his leadership role at Mercedes. The Austrian has a history of strategic investments in the sport, including buying a share of the Williams Formula 1 team in 2009, serving on its board of directors, and eventually selling his final shares in 2016. In 2013, Wolff also became an executive director at Mercedes and acquired a one-third ownership in Mercedes Benz Grand Prix Ltd. The team’s dominance in the turbo hybrid era, with eight constructors’ and seven drivers’ world titles, has significantly increased the value of Wolff’s shares.
In 2020, Wolff diversified his investments further by acquiring a 0.95% stake in Aston Martin Lagonda as a private investor, prior to the company’s return to Formula 1 racing.
Forbes also credits Netflix’s Drive to Survive docuseries for turning Wolff into a “celebrity billionaire.” The series has gained global popularity, attracting younger audiences to the sport and increasing the value of Formula 1 teams. The fourth season, which chronicled the heated battle between Lewis Hamilton and Max Verstappen, garnered 29 million hours of viewing time during its first week on Netflix.
In addition to his success in Formula 1, Wolff has founded investment firms and invested in companies such as HWA AG, a developer of components for Mercedes cars.