Alpine share insight into 'really difficult' Gucci deal

Alpine executive adviser Flavio Briatore has stated the title partnership deal with Alpine was “really difficult” to complete, more so than his previous agreements in F1.

The Enstone-based squad announced last month that it had established a title sponsorship deal with Gucci, which will come into effect in 2027.

It is the latest mega deal Briatore has negotiated at the helm of the team, having been associated with other major brands throughout his history in F1.

Briatore's arrival in the sport came with Benetton, another fashion brand, almost 40 years ago - but the Italian insisted this latest association differs greatly.

“At the time, Benetton was not a luxury brand, it was a brand and we created a winning team with the brand of Benetton,” Briatore told media including RacingNews365.

“Gucci is one of the big deals done, I think, in all my time in Formula 1. We’ve done Mild Seven, we’ve done Telefónica, ING, we’ve done a lot of things, but this one was really difficult to do.

“There’s too many parties involved, and I’m very happy because they’re upgrading the team as well. 

“It’s Gucci Alpine, and upgrading the team. And the people with Gucci, unbelievable. 

“When we announced the deal, in three days there were one billion visitors in the WI-FI [website]. But I believe it’s good for Formula 1.

“We had two big luxury brands in Formula 1. We had Louis Vuitton on one side, and Louis Vuitton is a sponsor, a supporter of FOM, but in the arena, this is like the spectator. 

“But in the arena, Gucci is in the arena. Gucci is in the car and is a title sponsor.”

Alpine's tie-up with Gucci will bring an end to the squad's partnership with BWT, who has been its title sponsor since 2022.

Addressing the outgoing Austrian company, Briatore said: “I want to, as well, [say] thank you to BWT. We have an incredible relationship with Andreas and with all the group of BWT. 

“But the position of the team, I want to be, I believe, for growing very quickly for the image, as well financially, the deal with Gucci was perfect. It was really a super deal.”