Maximillion Cooper, the visionary behind the world's most glamorous rally

From Formula 1 to a dream on four wheels: an interview with the man who transformed a race inspired by a cult film into a global phenomenon of style, motors, and culture.

He was negotiating the purchase of a Formula 1 team, Tyrrell, with the idea of transforming it into the most rock ’n’ roll and glamorous outfit on the starting grid. When the deal fell through, Maximillion Cooper – today known as Mr. Gumball – decided to combine his passion for cars, music and fashion to create the most eccentric and iconic road rally, inspired by The Cannonball Run, the wildest race in America.

Over the years of the Gumball 3000, Formula 1 drivers such as seven-time world champion Lewis Hamilton and Damon Hill have taken turns behind the wheel of supercars, along with actors like David Hasselhoff or Johnny Knoxville, models such as Kate Moss, and musicians including Jamiroquai, Kylie Minogue, and rapper Eve, who is also Cooper’s wife. Cars, music, fashion and culture: a winning mix that continues to attract singers, top DJs like Afrojack, and football stars such as Patrice Evra.

The 26th edition, held from September 20 to 27, set off from Istanbul to Ibiza via Florence and the Mugello Circuit. A total of 3,000 miles – about 4,800 km – to be covered in seven days, with main stops across six different countries: Turkey, Romania, Serbia, Italy, France and Spain. The rally reached Piazzale Michelangelo in Florence on Tuesday the 23rd, where over 4,000 fans gathered to welcome the approximately 100 teams. For the occasion, a stage with a ramp was set up, where the cars paraded one by one. On Wednesday morning, the gumballers challenged each other on the 5.245-kilometer track of the Mugello Circuit before setting off towards Nice.

Maximillion Cooper arrived at the wheel of a Rolls-Royce Cullinan Brabus. We met him to uncover the secrets of this rally that brings together the world’s most beautiful cars and the most famous celebrities of the moment.

(photo courtesy of Gumball 3000)

The Gumball is a great four-wheeled adventure.

We Britons are a nation of explorers; in some way curiosity and the desire to discover are in our DNA. I like to think that if I had been born a couple of centuries earlier, I probably would have been an explorer. And now I realize that the rally has allowed me to fulfill that fantasy.

The Rally has had a special relationship with Italy since its very first edition in 1999.

I would say it's a must-see destination for all lovers of art, culture, fashion, and especially cars. The very first edition came to Italy, and we visited the Imola circuit for the F1 Grand Prix, but this time we were the ones driving around the iconic Mugello circuit. The Gumball is a global rally. We always try to include Italy in the editions that take place in Europe. Gumball is an incredible cocktail of passion for supercars, music, fashion, and art in general. What excited you most about arriving in Florence? "I love Florence. I used to come here with my parents every year as a child. My father is an artist, a sculptor, so it's a very special place for my family. Bringing Gumball to Florence was simply fantastic. It was great to see the enthusiasm of the public. There were lots of young people.

What was it like filming at the Mugello Circuit?

Fantastic. I've been there before. It's an iconic track, fast, technical, and challenging.

How does he manage to amaze gumballers every time?

I've been doing this for 26 years now. Every year, I aim to create a unique adventure, something that money can't buy. It's a very special event, just like its participants. They come from over 50 countries: it's incredible to host such an interesting group of people and explore different regions of the world together. We live in an age where people's goal is to have millions of followers on social media. With images, opinions, and stories circulating online and forgotten the next day. Our aim is to create emotions that remain etched in time. The true spirit of the rally is adventure.

Mugello (photo courtesy of Gumball 3000)

Going back to how it all began: negotiations to buy Tyrrell fell through, so Gumball was born. But if he had succeeded, it would surely have been the sexiest and most glamorous team in F1. Today it seems normal, but in 1999 he was a pioneer in wanting to combine motorsport and the world of fashion.

Exactly, I appreciate that being recognized. In the early years of Gumball, let's say the first decade, there were no crossovers. Cars and fashion were two separate worlds, and we brought them together. It was innovative, and every year we attracted special people who had a significant cultural and commercial impact globally, but for me, they became the Gumball family.

Countless cars paraded through Florence and competed at Mugello. Which supercars made it onto the podium?

Lamborghini, Pagani, Rolls-Royce, of course, but also Bentley and Ferrari. The top three cars in this year's rally? I would say the Pagani Utopia, the Ferrari SF90 XX, and the Gordon Murray Automotive T.50.

What can you tell us about the 2026 edition?

We will return to the Americas: North and Central America. We will officially announce the route at the end of this rally.