We head to Silverstone, to celebrate the latest chapter in the sport’s love affair with luxury.
F1 and the world of luxury have always been, shall we say, amorous bedfellows. From Louis Vuitton crafting bespoke trophy trunks to Moët & Chandon and Belvedere supplying the post-race and hospitality imbibements to haute horology’s stronger presence than ever –Tag Heuer times the action, but Rolex, IWC and Richard Mille are also high on the billing – the pit garages, VIP hospitality suites and podium ceremonies double as showcases for the world’s most coveted labels.
Now, ramping up this most symbiotic of relationships is the announcement, just before the British Grand Prix at the weekend, of a multi-year partnership naming Flexjet as Formula 1’s Official Private Aviation Supplier.
Robb Report boarded Flexjet’s Silverstone-bound Sikorsky S-76 helicopter in London, in order to attend a celebration of the news held at Silverstone whilst taking in the Sprint Qualifying the day before British Grand Prix last week. House 44—the Lewis Hamilton-backed premium hospitality suite within the F1 Paddock Club, positioned at the legendary Abbey Corner—was the august setting within which, as guests of FlexJet, we discovered more about a union that is not merely an exercise in brand alignment: it’s one based on the logistics entailed with a championship which criss-crosses five continents and requires military-grade logistical precision.
Using its fleet of more than 340 private aircraft, Flexjet will transport VIPs, executives and teams around the globe while offering its owners exclusive hospitality packages and behind-the-scenes Grand Prix access. The collaboration will also feature a digital content series celebrating the shared obsessions of both brands: precision, performance and engineering excellence.
“As a global championship, we’re constantly on the move, engaging with our fans, partners, promoters, and stakeholders all around the world, 365 days a year,” explains Stefano Domenicali, President and CEO of Formula 1. “Having partners that support us on our mission to deliver the best sport, and an unforgettable show is vital to our ongoing success, so I’m delighted to welcome Flexjet as a new Official Supplier. We share a deep passion and commitment to precision and innovation, and a dedication to providing exceptional experiences.”
Kenn Ricci, Chairman of Flexjet, adds: “This is a natural alignment of two worlds in which both luxury aircraft and fast cars require absolute precision and flawless coordination to achieve success. As we look to the future alongside our partners at LVMH, cementing our longstanding ties with the world of motor racing allows us to deliver unparalleled, ultra-luxury experiences, both on the ground and in the air.”
In accordance with Flexjet’s inclusive sustainability programme, meanwhile, all flights will be operated using Sustainable Aviation Fuel (SAF).
FlexJet has recent form when it comes to meaningful luxury brand collaborations: in June last year, the company—which first entered the fractional jet ownership market in 1995—unveiled the latest instalment of its relationship with Riva, nautically inspired interiors within a Gulfstream G650 and Sikorsky S-76.
Back at the Silverstone celebrations, from the balcony at House 44, a Moët-lubricated crowd witnesses Lewis Hamilton clinch Sprint pole position for Ferrari, edging Championship leader Kimi Antonelli by just 0.011 seconds, while Max Verstappen completed the top three. The following day, it will be Charles Leclerc—fourth-placed today—who will claim the top spot on the podium (and a trophy presented in its Louis Vuitton Trophy Trunk).
But its during a guest tour of the paddocks that the FlexJet-F1 synergy comes to life. This 400-metre outdoor corridor, flanked by the brightly hued branding of the world’s F1 teams, is a hive of high-tech activity where Pirelli technicians groom tyres with heated blades, mechanics rehearse sub-two-second pit stops, and engineers pore over streams of telemetry. This theatre unfolds against a backdrop of champagne bars, hospitality suites and the logos of the world’s most coveted luxury brands, with the whole spectacle beamed to more than 831 million fans worldwide.
“F1 is more than just a sport,” Flexjet CEO Andrew Collins tells me. “It’s a lifestyle platform that enables extraordinary experiences and which appeals to a dynamic, global demographic, and in which global connectivity, performance and precision are of the utmost priority. This is a perfect alignment for Flexjet and our distinctive approach to private aviation. We’re looking forward to exploring how we can evolve this exciting partnership further in the months and years ahead.”
