Briatore appointed Monaco’s Goodwill Ambassador for 2025

The title honours individuals who contribute to the Principality’s global reputation and positive influence. Briatore, the latest recipient, was recognised for his enduring commitment to Monaco both as a resident and prominent businessman.

Monaco Daily News writes that the celebration was attended by His Serene Highness Prince Albert II, alongside members of the Monaco Ambassador Club, sponsors, and high-profile guests.

Recently appointed executive advisor at Alpine’s Formula 1 team, Briatore is aiming to lead the outfit back into title contention by 2026. On the night, however, the focus was on his longstanding personal and professional ties to Monaco.

Briatore said: “To be recognised for doing something good for the country is an extraordinary and emotional thing. I’m grateful and proud.”

The evening also supported Frankie’s Children, a charity aiding vulnerable children in Monaco and France. Funds were raised through a luxury auction, which included exclusive items such as Briatore’s own ‘couture chocolate’ creations made in the Principality.

The Monaco Ambassador Club used the occasion to unveil the Young Ambassador Club — a new initiative aimed at residents aged 16 to 30. The project seeks to encourage civic engagement and uphold Monaco’s values across future generations.

Briatore follows Italian singer Umberto Tozzi, who held the title in 2024, continuing Monaco’s tradition of honouring individuals who embody excellence, international influence, and a spirit of giving.

Flavio Briatore’s Formula 1 career began in the late 1980s, when he was introduced to the sport by Luciano Benetton. He became team manager of Benetton Formula in 1989 and quickly made his mark by signing a young Michael Schumacher in 1991.

Under Briatore’s leadership, Benetton won the Constructors' Championship in 1995 and back-to-back Drivers’ Championships in 1994 and 1995 with Schumacher.

Following Schumacher’s departure to Ferrari, Briatore briefly left Benetton but returned to the sport in 2000 with Renault, after the French manufacturer bought the team.

He rebuilt the squad and recruited Fernando Alonso, guiding the Spaniard to consecutive World Championships in 2005 and 2006, ending Ferrari’s dominance.

In 2024, Briatore whose involvement in Formula 1 (eg. Baku Grand Prix) continued but was off the radar and limited to podcast and media quotes, made a comeback to Formula 1 as an executive advisor to the Alpine F1 Team — a rebranded successor of Renault — with a mandate to restore competitiveness and deliver results by 2026.