Business of Speed Podcast
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.
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