Alpine just sold its F1 title sponsorship to Gucci for a reported $150 million across three seasons. From 2027, the team will race as the Gucci Racing Alpine Formula One Team in Gucci's colors, ending BWT's five-year pink era.
Vincenzo and Lali break down what the deal actually buys: the Briatore and de Meo reunion that made it happen, why Kering's first F1 title partnership lands now with Alpine sitting fifth in the constructors, what 24 races a year as a Gucci runway means for the brand, and whether Alpine is quietly trading on-track ambition for lifestyle leverage.
Discussed in this micro episode:
- The Briatore, de Meo, and Bellettini negotiation
- Gucci Racing as a platform with its own logo and roadmap, well past a sticker on a sidepod
- F1's luxury build-up: Gucci on Alpine, Louis Vuitton on the trophy
- Alpine's valuation curve and the private equity interest circling Enstone
- Capsule collection potential at every Grand Prix
- Whether the Mercedes power unit and a P5 start change the read on this deal
Hosted by Vincenzo Landino and Lali Michelsen.