The Benetton empire is betting on the integrity of the new documentary ‘The Benetton Formula’ about the fashion brand’s involvement in Formula One. The documentary is available on Sky and NOW in both Italy and the UK.
“In today’s world, there is no point in not being transparent, especially when you have the privilege of knowing that you were always right,” Alessandro Benetton said, reflecting on the 1994 fraud accusations that were also addressed in the document. That year, Michael Schumacher won the drivers’ championship.
“In a way, it was a way to intimidate us and say, ‘You shouldn’t be here.’ But we wanted to dream big.”
The Benetton Formula, devised by production company Slim Dogs in collaboration with Sky, tells the story of the rise of a team no one expected.
“In the beginning, we were the ‘funny guys’ making the best pasta in the paddock. We were the underdogs, but we also had the courage to make fundamental changes,” said Benetton, who will be chairman of Edizione, one of Europe’s largest holding companies, from 2022.
Early in his career, he became the youngest ever president of the Benetton Formula Team, taking up the position at just over 25 years old.
“Everyone wants to win, but they were marketing F1 as this highly sophisticated engineering world. The idea that someone outside the industry – someone making sweaters – could actually compete was perceived as a threat to the credibility of this system.”
Despite having many successes, the company’s commitment to F1 needs to be reintroduced to a new generation. According to Alessandro Benetton, there were at least “three reasons” for creating this document now.
Firstly, it is the 60th anniversary of the Benetton Group, which was founded in 1965, and the 30th anniversary of the 1995 Formula 1 World Championship. That year, Schumacher won his second consecutive drivers’ championship and Benetton won the constructors’ championship.
“The third reason, which may be less obvious, is that I joined the family business five years ago. Since then, we have changed 80% of our management team and 75% of our activities. But at the same time, we wanted to maintain some of our values.”
The company continues to apply the “Benetton formula” to other areas as well.
“We are trying to make the most of this moment in history. We can find a new balance and become more inclusive and sustainable. But to do that we need to be disruptive. We need to break out of the model we have lived in for decades.”
Benetton is looking everywhere for inspiration, including the 2026 Winter Olympics. “Eileen Gu is a great example of how having the courage to multitask and make change an integral part of your life can maximize your potential,” Benetton said. Chinese-American athlete and model Gu won three medals in Italy, making her the most decorated Olympic freeskier in history. “That’s what we did 30 years ago, and that’s what we’re doing today.”
Still, the challenge in making this film was to celebrate his company’s heritage while appealing to a broader audience.
“That was my question and my question as well. Success becomes too self-referential. I didn’t want to tell a story about how ‘great’ we are because this documentary would be an advertisement for my family,” he said.
“We tried to work with people who weren’t even born at the time. They didn’t know much about these names or the era, but they knew what they were interested in. By involving them, we were learning how to appeal to a wider audience, not just F1 fans.”
Fans will not be left out as Benetton Formula covers some of the most tragic events in the history of the sport, including Ayrton Senna’s fatal crash in 1994.
“It was necessary (to show it). Back then, F1 felt more like a family. It was normal for drivers and mechanics from different teams to go out for a beer or have dinner together on the eve of a grand prix. But there were also more safety issues,” Benetton recalled.
“At that moment… it was very difficult for everyone. Senna was the best and every driver thought: ‘If it can happen to him, it can happen to me.'” That was one of the factors that prompted real change. ”
Thanks to this document, he was able to relive some of the excitement of the 1994 season, including its “roller coaster,” and reunite with old friends. This includes team manager Flavio Briatore, engineering director Tom Walkinshaw, technical director Ross Brawn and chief designer Rory Byrne.
“I was fascinated by the drivers, the lights and the atmosphere. We were very frank and we were teasing each other. It was cruel, but it was our way of life,” Schumacher also praised.
“When I first met him, I noticed his strong personality, maturity and determination. At the same time, it was obvious that he was having fun. He loved driving. In fact, he loved driving!”
Michael Schumacher in the Benetton Formula
Provided by Sky
