In a Formula 1 cockpit Paolo Barilla didn’t quite hit the heights he’d achieved in sportscar racing a few years earlier, but now his family business is taking a seat at the top table as an official partner of F1 itself.
The deal incorporates a veritable platter of activations, from trackside signage and customer promotions to pasta bars within the paddock and within F1’s official …Keep reading
Faster pasta: Barilla name returns to F1 as official partner
