Alpine issues statement after fashion giant F1 sponsor rumours surface

Originally published by Motorsportweek
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14 May 2026, 15:00
Alpine issues statement after fashion giant F1 sponsor rumours surface

Alpine has issued a statement after rumours have surfaced linking team with a major Formula 1 sponsorship deal with fashion giants Gucci.

The Enstone-based squad has been partnered with the water systems manufacturer since 2022, handing it a standout blue-and-pink livery, making its cars one of the most notable on the grid.

It is thought that the contract between the two will expire at the end of this season, leaving Alpine to search for new sponsors.

When the Enstone-based squad was Benetton, it was the first time a fashion brand was seriously involved in the sport
When the Enstone-based squad was Benetton, it was the first time a fashion brand was seriously involved in the sport

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Executive adviser, Flavio Briatore, notably began his Team Principal career in F1 with the outfit under its guise as Benetton, another notable fashion brand, having been involved with the organisation prior to his involvement in F1.

But, in a statement released to Motorsport Week, Alpine has ruled out any definitive decision.

“Alpine Formula One Team is constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners,” it read.

“The discussions are however always kept confidential and they are disclosed only when confirmed and agreed by all parties.”

Fashion has begun to play a bigger part in F1 in recent years, with much publicity around a number of team signing lucrative deals with brands, such as Mercedes and Audi’s Adidas deals, and Cadillac’s with Tommy Hilfiger.

Read the original article at Motorsportweek →

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