The world’s poorest billionaire, Lawrence Stroll, paid $177 million to purchase the debt-ridden Force India Formula One team in 2018. The team’s origins trace back to Jordan Grand Prix, founded in 1991 by the late Eddie Jordan. After a few changes in ownership and rebranding, the former Jordan Grand Prix—now Aston Martin F1—is valued at a staggering £2.4 billion, despite being a mid-field team for much of its history.

This valuation isn’t necessarily based on physical assets, branding, or even sponsorship revenue. Instead, it stems from the global appeal of Formula One itself.

Formula One has reached unprecedented levels of popularity, and Aston Martin F1’s valuation reflects the extent of that global reach. In other words, it’s about how much brand awareness sponsors can generate by associating with an F1 team. Add in Aston Martin’s luxury image, and you have a formula worth billions.

In a move that screams “business as usual,” Aston Martin Lagonda is preparing to offload its minority stake in the Aston Martin Formula 1 team. The British luxury marque expects to cash in £110 million sometime in Q3 of this year. Why? Because money talks, and Aston Martin needs more of it.

This isn’t a surprise. Back in March, Aston said it wanted to boost liquidity by selling its shares—and now it’s following through. At the same time, the world’s poorest billionaire, Lawrence Stroll’s Yew Tree Investments, is tightening its grip on the road car side of things, upping its stake from 27.67% to 33%. Yes, Stroll’s everywhere. Think of him as the Bond villain of the automotive world—except he owns the car company.

Now, here’s the twist: even though Aston Martin the car company is bailing out of team ownership, the F1 squad will still race under the Aston Martin name. Why? Because branding is everything. Thanks to a long-term licensing agreement, the name stays even if the ownership doesn’t.