What's So Great About F1?

Excitement around the world’s most exclusive car races has reached a fever pitch. Get in and find out why.

- BY MICKEY RAPKIN

The world has gone F1 crazy. In the months after the Paris Olympics the Arnault family announced a 10-year partnership with Formula 1 reportedly valued at more than $1 billion. (TAG Heuer is now the sport's official timekeeper, and winners will shower each other in Moët & Chandon, their trophies encased in Louis Vuitton.) Ryan Reynolds and Travis Kelce are both investors in team Alpine, Balmain has an F1 capsule collection, and Argentine driver Franco Colapinto is rumored to be dating Princess Ingrid Alexandra of Norway. Testing the sport's global ambitions, Brad Pitt plays an aging driver in this summer's much anticipated blockbuster F1.

LVMH had allegedly considered a similar partnership 10 years ago, but the timing wasn't right. What changed? Netflix's