ベネトン・フォーミュラ
Briatore attended his first Formula One race, the Australian Grand Prix, in , having in the past proclaimed his lack of interest in the sport. Luciano Benetton appointed him commercial director of his Formula One team, Benetton Formula Ltd. (formerly Toleman), and when he fired the team management shortly thereafter, Briatore was promoted to managing director and set about turning Benetton into a competitive team.