Billionaire Lawrence Stroll is in early talks to sell another minority stake in his Aston Martin Formula One team to capitalize on the growing popularity of the sport, reported Bloomberg News.

Stroll, who owns the F1 team separately from his stake in luxury car maker Aston Martin Lagonda Global Holdings Plc, is willing to sell as much as 25 percent in the racing business, Bloomberg reported. The billionaire is hoping to improve on the £1 billion (approximately $1.3 billion) valuation of last November’s deal to sell a minority stake to U.S. private equity firm Arctos Partners.