The Transition to Formula One

Flavio Briatore discusses his unexpected entry into Formula One after successfully working with the Benetton clothing brand. Initially skeptical about racing, he was approached by Formula One team officials who recognized his commercial acumen and potential for sponsorship opportunities. Briatore's approach focused on leveraging his connections to secure significant sponsorships, quickly becoming a vital player in the team's commercial organization. His early success included landing major sponsorships that helped establish the Benetton team's presence in the competitive racing world.