Briatore and de Meo Bring Gucci to Alpine F1 for $150M

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 negotiationGucci Racing as a platform with its own logo and roadmap, well past a sticker on a sidepodF1's luxury build-up: Gucci on Alpine, Louis Vuitton on the trophyAlpine's valuation curve and the private equity interest circling EnstoneCapsule collection potential at every Grand PrixWhether the Mercedes power unit and a P5 start change the read on this dealHosted by Vincenzo Landino and Lali Michelsen.