Flavio Briatore Says Gucci's Arrival Has Alpine in Talks With Three or Four More Brands

Flavio Briatore says Alpine expects “three or four” additional sponsor conversations after Gucci’s title deal, framing the fashion brand as a catalyst for further commercial interest. He links the uptick to Alpine’s high-profile agreement, due to start in 2027, which will make Gucci the first luxury house to serve as a title sponsor on any team in the F1 grid. Briatore said the relationship is “business to business” and that Alpine is associating with a strong group including Gucci, Eni and MSC. The Gucci partnership is valued at roughly $50 million to $60 million annually over three years, with performance incentives potentially pushing total value beyond $150 million.