Success in the Formula 1 World Championship could also boost the business empire built around Kimi Antonelli’s name. The Mercedes driver already has a corporate structure in place that includes a personal holding company in San Marino, family businesses, and motorsport-related ventures.
The economic organisation built around the Bologna-born champion is detailed by Gazzetta dello Sport, which describes a business capable of generating millions of euros in revenue and profit. The system runs alongside his racing career, managing its commercial offshoots.
Among the key elements are image rights, through which the commercial use of the driver’s name and likeness is monetised. Alongside these are sponsorship deals and merchandising, ranging from branded products to initiatives tied to his personal brand.
Winning the title expands Antonelli’s international visibility and could make him even more attractive to companies looking to partner with him. The economic value of his career therefore extends well beyond his sporting relationship with Mercedes, encompassing the broader opportunities tied to his fame.
San Marino also plays a role in this corporate structure, serving as the base for his personal holding company. His connection to the Titano — where Antonelli has lived since 2024 — therefore spans both his everyday life and the management of the business activities built around his name.
The excerpt published by Gazzetta does not disclose Antonelli’s Mercedes salary, his personal wealth, or the individual results of each company: the figures in the millions refer collectively to the revenue and profits generated by the activities described.
