Flavio Briatore Reveals Major F1 Shift: ‘This Is the Place to Be’

Flavio Briatore says Formula 1 has transformed since the late 1980s, and his latest Alpine role underlines how the sport’s landscape now looks very different.

The 76-year-old oversaw Benetton’s titles with Michael Schumacher and Renault’s successes with Fernando Alonso, giving weight to his assessment of F1’s modern era.

His updated brief as Alpine executive advisor repositions him within Formula 1’s decision-making, with his recent return to Alpine reinforcing long-standing influence.

Briatore points to the surge in team valuations as the clearest marker, contrasting Benetton’s €120m sale in 2000 with valuations now exceeding €1bn.

He argues that commercial reach and event presentation have expanded sharply, reflecting a broader audience and a more robust global footprint.

Attendance patterns also tell the story. He recalls sparse early-weekend crowds, whereas today grandstands fill from the opening sessions.

Silverstone drew about 20,000 fans on Thursday, and Budapest’s facilities rank among the best, illustrating rising standards across the calendar.

The demographic shift matters, too. A younger audience now drives engagement, bringing fresh energy and sustaining momentum.

[pervogear_custom]Drive to Survive helped unlock the US market, accelerating Formula 1’s growth and visibility.[/pervogear_custom]

He credits Liberty Media’s marketing approach and Netflix’s series for amplifying interest, particularly in the United States, where the sport now enjoys stronger traction.

Technically and commercially, F1 is more complex, with evolving regulations and partnerships. Even so, Briatore calls it “the place to be.”

Record attendances and major-brand sponsorship underline the trend, and that momentum echoes in discussions around the 2027 calendar and beyond.

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Daniel Miller

Daniel Miller reports on Formula 1 Grand Prix weekends with race-day analysis, team-radio highlights, and point-standings updates. He explains power-unit upgrades, aerodynamic developments, and driver rivalries in straightforward, SEO-friendly language for a global F1 audience.