Ford CEO’s $25M Deal with Frankie Dettori Sparks Controversy and a Stunning Request

In a move that sent shockwaves through both the automotive and horse racing worlds, Ford Motor Company CEO Jim Farley has reportedly signed a $25 million deal with legendary jockey Frankie Dettori to promote the Ford brand on his racing suit. The announcement, made in early August 2025, comes as Dettori, who recently reversed his retirement plans to return to competitive racing, prepares to make his mark in upcoming high-profile races. The deal, however, has stirred debate, with critics questioning Farley’s priorities at a time when Ford faces significant challenges, including quality control issues and intense competition in the electric vehicle market. Adding to the drama, Dettori’s response to a pointed remark from a journalist named Quincey, coupled with an unexpected request, has left the industry buzzing.

The partnership between Ford and Dettori is a bold marketing move, leveraging the jockey’s global fame and charismatic persona to boost the automaker’s brand visibility. Dettori, known for his record-breaking career and seven victories at Ascot, is a household name in horse racing, with a fanbase that spans continents. Farley, a self-proclaimed “car guy” and avid racer himself, saw an opportunity to align Ford’s image with Dettori’s legacy of excellence and passion. The $25 million agreement stipulates that Dettori will wear a Ford-branded racing suit during major races in 2025, including prominent events in Europe and the United States. The deal also includes promotional appearances and social media campaigns, with Dettori’s Instagram posts already generating millions of views for Ford’s latest Mustang and Bronco models.

Farley’s decision to invest heavily in Dettori comes at a critical juncture for Ford. The company has faced scrutiny for recalling nearly 8 million vehicles in 2025 due to quality issues, following 4.8 million in 2024. Additionally, Ford is grappling with stiff competition from Chinese automakers like BYD, who are producing affordable electric vehicles at a pace that Farley himself described as “humbling” at the Aspen Ideas Festival in July 2025. Critics argue that the $25 million could have been better spent addressing these challenges, such as improving manufacturing processes or accelerating Ford’s electric vehicle platform, which isn’t expected until 2027. Social media platforms, particularly Reddit, have been rife with comments from Ford employees and customers expressing frustration, with some calling the deal a “vanity project” for Farley, whose 2024 compensation of $24.9 million has also drawn ire.

The drama escalated when, during a press conference announcing the partnership, a journalist named Quincey challenged Dettori, suggesting the deal was a publicity stunt that undermined his racing legacy. Dettori, known for his quick wit, responded with just five words: “I race to win, always.” The succinct comeback silenced Quincey and drew applause from attendees, reinforcing Dettori’s reputation as a fierce competitor. However, what followed left the room stunned. Dettori, in a bold move, made a public request to Farley: he asked Ford to donate an additional $10 million to equine welfare programs, specifically to support retired racehorses. “I’ll wear your logo, but let’s do something meaningful for the horses that carry us,” Dettori said, addressing Farley directly. The unexpected plea caught Farley off guard, and he has yet to publicly respond, though sources close to Ford suggest the company is considering the request.

Dettori’s demand has sparked widespread praise among animal rights advocates and racing fans, who see it as a testament to his commitment to the sport’s welfare. However, it has also intensified scrutiny on Farley, who is already under pressure to justify the hefty investment. Some analysts speculate that Dettori’s request could force Ford to pivot its marketing strategy, potentially integrating philanthropy into the campaign to mitigate backlash. Others argue that the deal, while extravagant, aligns with Farley’s vision of transforming Ford into a brand synonymous with passion and performance, much like his own racing endeavors in events like the 2025 Ken Miles Tribute Race, where he won driving a 1964 Shelby Cobra.

As Ford navigates a turbulent landscape of recalls, EV competition, and labor challenges following the 2023 UAW strike, the Dettori deal represents a high-stakes gamble. Whether it will pay off in brand loyalty and sales remains uncertain, but Dettori’s call for equine welfare has added a layer of complexity to an already polarizing partnership. For now, all eyes are on Farley and Dettori as they race toward an unpredictable finish line.