Alpine commented on the rumors involving a possible sponsorship with the luxury brand Gucci, after rumors circulated indicating the Italian brand as a future partner of the team in Formula 1. However, the Enstone team avoided confirming any definitive negotiation.
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The information gained strength amid the possible departure of Alpine’s current main sponsor at the end of the season. Since 2022, the team has maintained a partnership with the water systems manufacturer BWT, responsible for the traditional blue and pink color scheme, already becoming a trademark of the French team.
In a statement sent to Motorsport Week, the team highlighted that it maintains frequent talks with different companies interested in entering Formula 1, but emphasized that any negotiation remains confidential until the official signing of contracts. “Alpine is constantly seeking new partnership opportunities and in contact with a wide variety of brands and companies as potential partners,” it stated.
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The statement also emphasized that negotiations are only disclosed when there is confirmation among all parties involved. “Discussions, however, are always kept confidential and revealed only when confirmed and agreed upon by all,” it added.
The relationship between fashion and Formula 1 has grown significantly in recent years, driving million-dollar deals between teams and major brands in the sector. Mercedes and Audi recently closed partnerships with Adidas, while Cadillac partnered with Tommy Hilfiger. The topic also draws attention due to the history of Flavio Briatore, Alpine’s current executive advisor, who began his career as a team principal in F1 during the Benetton era.
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