Bentley breaks the ice with FAT International

Bentley’s new multi-year partnership with FAT International has started in spectacular style, with an extensive and multi-faceted activation at the FAT Ice Race in Zell am See last weekend.

Seven Bentleys were featured in the event, including three dynamic cars that took to the ice track, two global debuts and the first public event appearance of the modified Supersports recently driven by Travis Pastana for Bentley’s new ‘Supersports: FULL SEND’ film.

Joining the fleet were more than 250 VIP guests, who were hosted by Bentley’s Board of Management at a dedicated and purpose-built hospitality ‘Green House’, where live DJs utilised a bespoke sound system. The Joe & The Juice Bentayga, equipped with an espresso machine in the boot, provided warming coffee for guests to Bentley’s paddock space, with a more extensive coffee and drinks bar at the Green House. The over-arching theme for Bentley’s hospitality space was Bentley Broadcast – a marriage of the events of the Ice Race with Bentley’s long-standing presence in the audio world. Alongside the bespoke speakers, guests were gifted limited-edition vinyl pressings, each featuring a curated soundtrack inspired by the event.

The dynamic fleet showcased a broad set of extraordinary cars from Bentley’s stable. The new Continental GT S – blending the chassis of the GT Speed with the 680 PS High Performance Hybrid powertrain for a driver-focused new variant of the Continental family – was driven in the exhibition class by French racing driver Laura Villars. Beside the new GT S was the founding car of the Speed Six Continuation Series, Car Zero, specially prepared by Mulliner for the ice race and driven by the Head of Bentley’s Heritage Collection, Mike Sayer.

Competing in the exciting Skijöring class was a Bentayga Speed, driven skilfully by broadcaster, journalist and car culture legend Chris Harris whilst towing Norwegian freestyle skier and Olympian, Hedvig Wessel. Both the Continental GT S and the Bentayga Speed wore special liveries created by automotive artist Deathspray, inspired by the design he created for the ‘Supersports: FULL SEND’ car.

Away from the adrenalin of the ice track, the Bentayga X Concept – a new off-road-focused proposal for the Bentayga family – made its global debut at the event. Wearing a custom-designed livery developed in conjunction with FAT International, the Bentayga X Concept features a ride height increased by 55 mm, a 120 mm expansion in track width, off-road tyres and wheel arch extensions. The concept is completed with a storage system on the roof, which for the Ice Race carried a FAT Karting League go kart and four powerful spotlights.

Flanking Bentley’s hospitality area were two more cars on static display. The dynamic Continental GT S from the track was joined at the event by its convertible sibling, the GTC S, resplendent in Thunder paintwork. Next to the GTC S was the car affectionately known as ‘Mildred’; the lightly modified new Supersports used by Travis Pastrana to create the ‘Supersports: FULL SEND’ film, shot at Bentley’s Dream Factory campus on Pyms Lane in Crewe for Bentley’s own ‘Pymkhana’, that premiered in Dubai on 22nd January.

Also debuting at the event was an exclusive Bentley x FAT international jacket, designed specially for the occasion by Bentley’s Creative Director, Mai Ikuzawa. The jacket, resplendent in Bentley green, celebrates the new partnership with a limited run of just 125 examples.

Bentley’s multi-year partnership with FAT International will continue at the new FAT Ice Race in Big Sky, Montana later this month, before a day-long takeover of FAT’s Mankei property in Austria in the summer. Speaking on the partnership, Bentley’s Marketing Director Ben Whattam comments:

“Our new relationship with FAT International is the latest example of how we are redefining Bentley’s role in modern car culture, globally. Events like the FAT Ice Races are exciting opportunities to demonstrate the breadth of the Bentley brand, and together with FAT International we’ve even developed a new car proposal in the form of the Bentayga X Concept. Over this year, expect to see more activations from Bentley around the world that showcase what we do best – provide extraordinary automotive experiences to our customers, partners and fans.”

Bentley x FAT International