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Flamboyant manager Briatore is tasting F1 success again as unfancied Renault lead from front.
ADAM PARSONS
FORMULA ONE'S establishment are scratching their heads. Ferrari aren't winning - in fact, they're barely earning any points. Williams are near the front, but no better than that. McLaren, who have long expected to take advantage when Ferrari faltered, aren't managing it so far. Instead, it's Renault who are dominant at the moment. Really? Renault?
Well, yes, Renault. They are, simply, the team who have come up with the neatest combination of chassis and engine for the start of the season. Their cars aren't chewing up tyres the way Ferrari's do, and everything is holding together better than in the Williams. And what's more, drivers Giancarlo Fisichella and, particularly, Fernando Alonso are doing a fine job.
It can't last all season, of course. Renault will be reeled in by the opposition, especially if the new Ferrari is as good as some say. But there has been plenty of pleasure in seeing a change at the front. Alonso is the first Spaniard ever to hold the lead of the Formula One world championship.
But there is a bloodline of success behind all this. A decade ago, Benetton were on their way to their second world title in a row with Michael Schumacher at the wheel, Ross Brawn overseeing the technology and a perma-tanned Italian called Flavio Briatore running the team.
Schumacher and Brawn both left, though, and the run of success ebbed away. The Benetton family lost interest, Briatore lost interest and the team was sold. Renault took it over, started investing money, and brought Briatore back to run the place. And now, as success returns, so has another of Formula One's distinctive trademarks - the Briatore grin.
Nobody does smiling quite like Flavio Briatore. It's something to do with the contrast between his chestnut suntan and his high-white teeth. His shirt is normally unbuttoned just a little more than most people would choose, and his face mirrors his emotions quite beautifully. In triumph, he picks people up, hugs them, shouts with glee; in defeat, his face carries a frightening scowl and the pearly teeth disappear from view.
Yet in an era where Formula One is too often infested with sponsor-friendly inanities, with drivers who barely dare to express an opinion and cars that owe more to laboratories than workshops, Briatore offers something different. He is the team principal who acts like the mischievous young star, the volatile marketing man who some think would be the best successor to Bernie Ecclestone. He's a throwback to Formula One's forgotten era, when drivers seemed to party almost all the time. Except, of course, Briatore is not a driver.
But he is certainly very good at the partying bit. His appearances in the gossip columns have become something of a legend - he has dated such Hello! magazine luminaries as Naomi Campbell, Lady Victoria Hervey, Eva Herzigova and, apparently, Nicole Kidman. What's more, his fling with the model Heidi Klum resulted in a baby, although their relationship had fallen apart before the child was born. On the very day Ms Klum was revealing her pregnancy to the world, Briatore was off dining with another woman.
Yet the trappings of playboyishness don't stop there. He also owns some lavish properties, including a preposterously expensive nightspot in Sardinia called the Billionaires' Club and a huge sprawling house in Kenya. He has a penthouse in Chelsea, a beach club on the Tuscan coast and a private jet.
What's more, he also had a dizzying array of possessions that carry his initials embossed on them. Not just handkerchiefs and shirts, but even a four-poster bed. Apparently, Ms Campbell also had the letters FB tattooed on to her during their time together, a move that one suspects she has now come to regret.
Briatore wasn't born the great playboy, but then again his life has hardly run along traditional lines. Although coy to talk about his background, he was actually brought up in the Italian mountains and spent his earliest years working as a ski instructor. But while whizzing around the slopes will have done wonders for his tan, it was never going to make him rich.
So instead he worked the stock exchange and made himself wealthy. He did some real estate deals, then bumped into Luciano Benetton, and began working for his clothing empire. Not, needless to say, stacking shelves or folding jumpers, but instead heading up the company's rapid expansion programme, particularly in the United States. And what became obvious was that if Briatore knows about anything, he knows about marketing. Which is why Signore Benetton decided to unleash Signore Briatore on the Formula One team that the family had acquired. He wanted the sport to do more to boost Benetton's image and to be part of its marketing programme.
The only trouble was that Briatore, as he cheerfully admitted at the time, knew nothing about the sport into which he was tumbling. Yet he already had his bullet-proof self-confidence and before the folk in the paddock even had time to learn his name, Briatore had got rid of the rest of the management team at Benetton and promoted himself from commercial manager to being, well, manager of everything.
"I knew nothing at all about Formula One," said Briatore, "but my commercial schooling was with Benetton, a very aggressive company. For us, the product was super-important because we were selling millions of items, but marketing was very important as well. In Formula One, nobody talked about marketing or lifestyle. Only technology, technology, technology."
It is the very nub of what makes Briatore unusual. Formula One is, indeed, full of people intrigued and obsessed with technology, but that's hardly surprising in a sport where the slightest technical advantage can make the most enormous difference on the track. Yet Briatore was one of the first people to realise that the money to pay for all this was coming from sponsors. His logic then remains his logic now - that grand prix racing is driven by marketing, not engines.
He's astute as well. Briatore was to spot the potential of relative unknowns such as Michael Schumacher and Fernando Alonso among others, and has at various times managed the careers of Alonso, Fisichella and Jarno Trulli. He bought the ailing Mecachrome engine company and made a fortune out of selling engines to teams who had nobody else to turn to. For all the smiles, he is more of an opportunist than anybody else in the sport.
Even now, he's hardly the great champion of Formula One. "Sometimes if it was a choice between seeing a Formula One race or a football match, I would prefer to see a football match," he said before the start of this season. "We must give the sport back to the people. We need to give people what they want, and that is to see a real race."
Now, of course, his opinion has been rather changed by success in the opening two rounds, changed from hopefulness to bullishness at his rivals. "After two wins, we cannot wait to get a third in Bahrain. The sooner Ferrari bring in their new car, the better."
It is all grist to the F1 mill, this man who dates models, hugs his drivers and bates his rivals.
Yet he's also doing a quite excellent job of pulling Renault together. Briatore may sometimes look like a figure of fun, but he's not a man to be underestimated.
FAST FLAVIO: THE LOVES AND LIFE OF ITALIAN CASANOVA BRIATORE
1950: Born in Cuneo, Italy, the son of two schoolteachers.
1977: Goes to work for Luciano Benetton, whom he met on the floor of the Milan Stock Exchange. Heads up Benetton's US operations by 1979.
1988: Attends his first F1 Grand Prix as a guest of Signore Benetton and agrees to work for the team the following year.
1994: Michael Schumacher wins the drivers' championship with Benetton.
1995: Benetton take the F1 constructors' title with Schumacher going on to win his second drivers' championship.
1998: Leaves Benetton to set up Supertec Sport, which developed Renault engines for teams after the French firm pulled out of F1.
2000: Helps broker the deal in which Renault purchase the Benetton F1 team, and assumes a leading role in the new setup.
2001: Splits with supermodel Naomi Campbell after a two-year relationship and takes up with Lady Victoria Hervey. "I'm not going to be a trophy," declares Campbell.
2004: German supermodel Heidi Klum gives birth to a daughter, Leni. Briatore is the father, but the relationship ended while Klum was pregnant
