Lindsey Vonn (right) was also in Monaco over the weekend. © APA/afp / ANDREJ ISAKOVIC

Big hype: Why Formula 1 is cool again

Gucci is making a major entry into Formula 1 – with Flavio Briatore pulling the strings behind the scenes. The deal is symbolic of the transformation of the premier class: away from pure motorsport and towards a global luxury and entertainment stage.

June 11, 2026

From: dpa

Flavio Briatore is no stranger to Italian fashion houses. The flamboyant power broker and notorious playboy was Formula 1 team principal at Benetton in the 1990s – a T-shirt manufacturer, as Briatore liked to point out with amusement. Michael Schumacher even celebrated his first two of seven world championships in 1994 and 1995 with the racing team of fashion mogul Luciano Benetton.

Starting next season, Briatore will be team principal at Gucci, or rather, the "Gucci Racing Alpine Formula One Team," as the racing team will be officially called. While the luxury brand isn't taking over the racing team, it is replacing BWT, an Austrian manufacturer of water treatment systems, and will become the title sponsor. The entry into the pinnacle of motorsport is reportedly worth around 150 million US dollars, spread over three years, to the struggling luxury label from Florence.

My buddy, the CEO

“Gucci is one of the biggest deals I have made during my entire Formula 1 career,” dealmaker Briatore said, in his usual immodest manner, at the presentation of the collaboration, and then listed the companies for which he feels responsible: from Telefonica to ING.

Flavio Briatore remains a major player in Formula 1. © APA/afp / GABRIEL BOUYS

Briatore's connections helped secure the Gucci logo, whose green, red, and gold colors will adorn the Alpine race cars. The former partner of model Heidi Klum counts Luca de Meo among his circle of friends, if one can call it that in these business circles. De Meo was previously CEO of Renault, which owns Alpine, and then moved to the luxury goods group Kering, which also owns brands like Gucci and Balenciaga.

“Formula 1 uniquely combines performance, culture, and global reach,” said Gucci CEO Francesca Bellettini, describing the advantages of the global entertainment spectacle. And the premium brand from Tuscany, whose sales are steadily declining, aims to polish its image and conduct business in this exclusive environment.

$4,4 billion in revenue

Formula 1 is booming. Since the US media conglomerate Liberty Media finalized its purchase of the racing series for $4,4 billion in early 2017, it has boosted the entertainment value of the world's most exciting circuit. Social media – frowned upon under then-CEO Bernie Ecclestone – and especially the Netflix documentary series "Formula 1: Drive to Survive" served as catalysts.

Since the beginning of 2019, viewers have been able to get a little closer to these driving virtuosos and gain insights into this sometimes peculiar world of horsepower with its occasionally eccentric protagonists. The documentary series has also made Formula 1 more popular in the USA and expanded its fan base: Generation Z and a growing number of women are interested in the mix of risk, lifestyle, and luxury. And this target group is also in Gucci's sights, which aims to sell fashion through global visibility.

Kim Kardashian is rooting for Lewis Hamilton. © APA/afp / ANDREJ ISAKOVIC

Formula 1 functions today like a kind of business platform. The guest list at Grand Prix weekends is elite: from media personality Kim Kardashian to sports stars like Lindsey Vonn and Giannis Antetokounmpo. They all want to appear on the Formula 1 stage, which is thriving so much. It feels like FOMO (Fear of Missing Out), the anxiety of potentially missing out on something.

Last year, the racing series recorded a revenue of nearly $3,87 billion – up from $1,83 billion in 2017. Its global fan base is estimated at 827 million people. The proportion of fans under 35 is just over 40 percent, the same as the proportion of women. Around 114 million fans follow the drama on and off the track via social media.

“Two major luxury brands”

It's no wonder, then, that corporations like Amazon or LVMH, Kering's competitor, have long been among Formula 1's exorbitantly expensive sponsors. The luxury goods group LVMH, which owns Louis Vuitton and provides the trophy case with its famous monogram at the podium ceremonies, reportedly spends more than a billion US dollars on its ten-year sponsorship.

Paul Pogba, who won the World Cup with France in 2018, is also interested in the Formula 1 hype. © APA/afp / ANDREJ ISAKOVIC

“We have two major luxury brands in Formula 1,” Briatore noted with satisfaction, unable to resist a dig. “Louis Vuitton, on the rights holder’s side, is more like a spectator in the stadium, but Gucci is right in the thick of the action.” Now Alpine just needs to continue its upward trend from this season. Because Gucci certainly doesn’t want to be relegated to the sidelines.