Bugatti is not just a car.
It is a statement of art, engineering, and relentless innovation.
At Merlins Sports Entertainment, every brand we align with carries a deeper story — one rooted in legacy, creativity, and the pursuit of excellence.
Bugatti became part of the Merlins world through a film we are developing, inspired by a powerful documentary created by an Italian director on Romano Artioli, the man who revived Bugatti and elevated it to new heights before its transition into new ownership.
His story is one of vision, risk, and belief, values that sit at the very core of Merlins.
That connection extends beyond film. Explore the film in development.
Within our Knights of the Round Table sits Jean-Baptiste Prevost, Managing Director of Champagne Carbon, the house behind the iconic Bugatti Carbon Champagne. Through this alliance, Bugatti exists not only as an automotive legend, but as part of a wider world of luxury, craftsmanship, and storytelling that Merlins brings to life.
Bugatti represents more than speed.
It represents precision.
Design without compromise.
Innovation at the highest level.
These are the same principles that guide Merlins F-Labs — our innovation atelier inspired by Camelot, Q’s Lab, and the future of performance and storytelling.
From hypercars to human performance, from cinema to immersive experiences —
we choose Bugatti because it embodies what we believe:
That everything should be art.
That innovation should be felt.
And that magic… is real.
Act 3 continues.
Explore more on Champagne Carbon.