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Who knew: The ‘Barilla guy’ is a former F1 driver as well as a pasta billionaire
Barilla, the Official Pasta Partner of Formula 1, has been increasingly prominent in the world of motorsport, introducing ‘Racing Wheels’ pasta designed to resemble a race car wheel and featuring the F1 logo. This partnership goes beyond typical brand activations, as Barilla has deep roots in F1 dating back to Deputy Chairman Paolo Barilla’s racing career.
Born in Milan in 1961, Paolo Barilla is now known as the face of his family business, with connections to F1 that led to Barilla becoming the pasta provider in F1 hospitality areas. His racing career began in karts in 1975, culminating in an F1 race entry at the 1989 Japanese Grand Prix, following a successful sports car racing run, including a Le Mans victory.
Paolo’s stint as a full-time Minardi F1 driver in the 1990 championship did not reach the heights of his earlier successes. Despite his brief F1 career, his involvement in the sport and the partnership between Barilla and Formula 1 showcase the intricate link between the Barilla brand and the motorsport industry.