Continuous revolution
The Alpine team could be at a turning point, yet another one, in its recent history. After abandoning the Renault power unit to become a Mercedes customer, after the many changes in top management roles that have taken place within the Enstone team in recent years, after the continuous rumors about possible buyers interested in controlling 24% of the team’s shares recently put up for sale by Otro Capital and which have attracted attention among others from Toto Wolff and Christian Horner, the latest rumor concerns the title sponsor of the Franco-British team.
At the end of 2026, in fact, the current agreement with BWT will expire, an Austrian giant active in the field of water treatment systems. For Flavio Briatore’s team, the hunt for a new sponsor would therefore open and Gucci would be in pole position, the iconic fashion brand worldwide associated with luxury, glamour, and splendor. All elements that are certainly present in large quantities in Formula 1.
Fashion and luxury in F1
According to the site GPblog, which reported the news, Gucci’s plan would be to use Formula 1 to further increase the popularity and visibility of its brand, especially in the United States and Europe. It is not known how much Gucci would be willing to spend for Alpine’s main sponsorship. In any case, there is no doubt that a sponsorship of this magnitude would bring the French team tens of millions of dollars. An (underestimated) estimate could range between 30 and 60 million euros and would still place it in the mid-range of the grid compared to what is paid by other title sponsors such as Oracle, HP, Petronas, Mastercard, and Aramco.
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Asked by GPblog, the team seemed not to deny the possibility of this agreement: “The Alpine Formula One team is constantly looking for new partnership opportunities and is in contact with a wide range of brands and companies as potential partners – the team said – however, discussions always remain confidential and are disclosed only after confirmation and agreement of all parties.”
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