Formula One Week, the New Concept Combining Formula 1 and Luxury

The initiative was announced by Stefano Domenicale, president and CEO of Formula 1 since 2021 and former head of Lamborghini and Scuderia Ferrari. Inspired by the success of F1 75 Live in London (broadcast in 37 territories worldwide and watched live by 7.5 million viewers), Milan’s Formula One Week will culminate in “F1 The Show,” which will bring together the top drivers and teams from the championship’s eleven teams. Beyond the sporting spectacle, the focus is primarily commercial. For several years now, F1 has been pursuing a strategy to expand its audience and move upmarket into the luxury sector, while the luxury sector, in turn, gains direct access to an international, young, digital community that is particularly attractive to luxury brands.

LVMH will remain a global partner of the championship in 2027, thereby extending an alliance that involves several brands in its portfolio and transforms Grand Prix events into brand showcases. The upcoming season will also mark another milestone with Gucci, Kering’s flagship brand, announced as the title partner of Alpine, which has been renamed the Gucci Racing Alpine Formula One Team.

This phenomenon is far from marginal. During the Monza Grand Prix, the Italian media outlet Milano Finanza estimated that the activity generated by the relationships between Formula 1, fashion, and luxury amounts to approximately 2.5 billion euros annually. The paddock has thus become a space for visibility comparable to certain major cultural events that generate massive buzz on social media.

For Milan, Formula One Week also serves to boost the city’s appeal. By bringing together sports, luxury, and fashion over the course of less than two weeks, the city aims to extend the length of stay for international visitors and attract more spending in high-end hotels, restaurants, retail, and events.