BRIATORE ON WHY GUCCI DEAL IS ‘PERFECT’ FOR ALPINE’S FUTURE

Alpine Executive Advisor Flavio Briatore believes the team’s 2027 title partnership with Gucci will be “perfect” for their future and “good for Formula 1.” The upcoming deal rebrands the team as Gucci Racing Alpine Formula One Team, with cars competing in Gucci colors.

Briatore, who previously led the Benetton team, emphasizes this isn't Benetton 2.0; Gucci is a luxury brand, elevating Alpine’s status. He considers it one of his biggest deals, noting one billion website visitors in three days after the announcement. This partnership is designed to boost Alpine's image and financial position, placing Gucci directly "in the arena" as a title sponsor, a more impactful role than a league sponsor. This strategic move signals Alpine's commitment to rapid growth, aiming to enhance both on-track competitiveness and global brand presence.