Business Ventures

After retiring from driving, Prost purchased the Ligier F1 team in 1997 and renamed it Prost Grand Prix. The venture was financially troubled from the start and the team struggled competitively. It went into administration in 2001, costing Prost a significant portion of his personal wealth. He has since spoken about the experience as one of the most painful episodes of his professional life.

Prost has maintained interests in French sporting business, including investment in cycling and other French sports properties. He has been a mentor figure to French motorsport talent and worked in various advisory and ambassador roles for the FIA and Formula 1.

Ricciardo launched his own wine brand, Enchanté, sourcing grapes from the Margaret River wine region in Western Australia. He is a genuine wine enthusiast rather than a brand-attacher — he has spoken knowledgeably about viticulture and winemaking in multiple interviews and has been involved in the production decisions. The wine has received respectable reviews.

Coulthard's post-racing media work has focused on technical analysis rather than personality-led commentary. His ability to explain racing strategy, tyre behaviour, and aerodynamic concepts in accessible terms reflects an engineering understanding developed over fifteen seasons of providing feedback to teams. His Channel 4 work in particular is widely regarded as among the more technically rigorous available in English-language broadcasting.

Fittipaldi has maintained agricultural business interests in Brazil, including citrus farming, throughout his post-racing life. The interests connect him to the Brazilian landscape and economy in ways that complement his motorsport legacy — a driver who sacrificed championship opportunities for Brazilian pride maintaining a concrete connection to Brazilian land and industry.

Alonso established the Fernando Alonso Karting Circuit in Llanera, near Oviedo in Asturias. He runs the Fernando Alonso Management (FAM) group, which manages his commercial interests, and has invested in young Spanish motorsport talent through an academy. The karting circuit hosts events and junior competitions and is a genuine facility rather than a vanity project.

The Brabham constructor continued racing after Jack's retirement in 1970, winning further constructors' championships in 1966 and world drivers' championships with Nelson Piquet in 1981 and 1983. Under Bernie Ecclestone's ownership, and then through various subsequent owners, the Brabham name remained in motorsport long after its founder had stepped back. The brand was revived as an independent sportscar manufacturer in the 2010s.

Stewart's post-racing business interests have been varied and sustained. He has been involved in luxury watch partnerships, was deeply embedded in the sponsorship industry that transformed F1's commercial model, and has been associated with Scotch whisky promotion as an expression of his Scottish identity. The Stewart Grand Prix team, which he founded with Paul, competed in F1 between 1997 and 1999 before being sold to Ford/Jaguar.

Button has been involved in property development in the UK and abroad, and has made technology investments as part of building a post-racing business portfolio. He has spoken about the transition from athlete to entrepreneur as something that required deliberate effort — the structure and purpose of a racing career doesn't simply transfer to business life.

After retirement, Räikkönen launched a business selling ice cream in Finland. The brand reflects his personality perfectly — it exists, it does what it says, and it doesn't make a big deal about it. He's also invested in other Finnish businesses and maintains a low profile in the business world, much as he did in F1.

Since retiring from F1, Häkkinen has worked as an ambassador for companies including TAG Heuer and Johnnie Walker, the latter as part of their responsible drinking campaigns. He is recognisable and respected enough globally to be a credible face for major brands while maintaining the understated demeanour that characterised his racing career.

After retiring, Rosberg founded Rosberg Ventures, focused on sustainable technology investments. He invested in and advised multiple green tech startups and became a prominent voice on sustainable mobility and clean energy. He founded the Greentech Festival in Berlin, an annual event focused on sustainability and innovation, which has grown significantly since its launch.

Lauda founded Lauda Air in 1979 while still racing in F1. He obtained his pilot's licence and flew commercial routes himself. After the airline was sold to Austrian Airlines, he founded Niki (later Laudamotion) in 2003. The second airline was sold to Ryanair in 2018. Lauda's approach to aviation was identical to his approach to racing: obsessive attention to process, cost, and efficiency, with no tolerance for unnecessary complexity.

After his motorsport career and aviation ventures, Lauda became non-executive chairman of the Mercedes AMG Petronas F1 team. He was instrumental in persuading Lewis Hamilton to leave McLaren and join Mercedes in 2013 — a signing that preceded four consecutive constructor's championships. He died in 2019 and the Mercedes team wore red in tribute at subsequent races.

Moss invested in London property from his racing earnings and developed a portfolio that sustained him comfortably through his long retirement. He lived in a distinctive home in Mayfair that he had designed with his architect, featuring a hydraulic lift and various technological innovations that reflected his engineer's sensibility. The house was sold after his death.