Just think that he was negotiating to buy a Formula One team. After the deal to purchase Tyrrell—intended to transform it into the most rock ‘n’ roll team on the grid—fell through, Maximillion Cooper combined his passion for cars, music, and fashion to create Gumball 3000, the most eccentric and iconic road rally, inspired by The Cannonball Run, the craziest race in America.

Over the years, Formula 1 drivers like Damon Hill and Lewis Hamilton, actors like David Hasselhoff and Johnny Knoxville, musicians like Jamiroquai, Kylie Minogue, rapper Eve, and models such as Kate Moss have taken turns behind the wheel of the rally’s supercars. Cars, music, fashion, and culture—a winning mix that this year celebrates its 26th edition.

From Istanbul to Ibiza, passing through Florence and the Mugello Circuit, the route covers 3,000 km in 6 days, crossing eight countries. Among the celebrities are also Elettra Lamborghini and Afrojack, who will appear at the Italian stop.

“We Brits are a nation of explorers, somehow curiosity and the urge to discover are in our DNA. I like to think that if I had been born a couple of centuries earlier, I would have been an explorer. And now I realize that Gumball has allowed me to live out that fantasy,”
said Maximillion Cooper, founder of Gumball 3000.

“We live in an era where people’s life goal is to have millions of followers on social media, where images, opinions, and stories go viral one day and are forgotten the next.
Our aim is to create lasting emotions. The true spirit of the rally is adventure.”

The Race

Italy has always played an important role in the rally—its first edition in 1999 passed through Maranello, then continued to Monaco and the Le Mans circuit.

This year, during the journey from Istanbul to Valencia, the rally stops in Tuscany, showcasing over 100 spectacular supercars and just as many superstars.

The only Italian stop is in Florence, with arrival scheduled for September 23 at the scenic Piazzale Michelangelo, where a free public festival will take place. The next day, the challenge moves to the 5,245-meter track of the Mugello Circuit. That afternoon, the rally heads northwest toward Nice, on the French Riviera.

The Party

Fans of motors, music, and lifestyle can join the party on September 23 at Piazzale Michelangelo, Florence, when the cars are expected to arrive between 8:00 PM and 11:00 PM.
Vehicles and teams will parade through the square, accompanied by live music and DJ sets.

On the morning of September 24, the adventure continues at the technical 5,245-meter Mugello Circuit, owned by Ferrari.

The Crews

Elettra Lamborghini and Afrojack will be alongside Maximillion Cooper (@MrGumball3000), who will drive a customized Rolls Royce Cullinan Brabus with his wife, Grammy-winning rapper EVE.

Joining them is an incredible line-up of superstars and influencers, including:

  • Afrobeats star Adekunle Gold
  • French and Manchester United football legend Patrice Evra
  • Automotive YouTubers DailyDrivenExotics (DDE) and Pog, known for their customized supercars
  • World poker champion Michael Mizrachi, competing for Team YEET

After visiting Florence and the Mugello Circuit, the rally will continue to Nice (September 24) and Valencia (September 25), before crossing the finish line in Ibiza on Friday, September 26.

Along the way, each evening will feature free Gumball festivals, combining cars and music, which—true to tradition—draw enthusiasts from across Europe to experience one of the world’s most unique automotive events.