Alpine F1: Mercedes and Gucci Set for Prestige Comeback?

A promising turnaround for Alpine

After turbulent years marked by leadership upheaval, a string of sporting failures, and the exit of the Renault engine program, Alpine F1 Team is regaining ground in 2026. Powered by Mercedes engines, the French outfit now stands as the strongest "alternative" team behind the Mercedes-Ferrari-McLaren-Red Bull quartet. A striking reversal: in just four races of 2026, Alpine has already accumulated more points than throughout the entire 2025 season.

Mercedes leads the chase for a stake

For months, Alpine has attracted serious bidders. Investment fund Otro Capital, which entered the team in 2023, is looking to sell its 24% stake. Despite mixed results, Alpine's valuation has exploded over three years, riding the wave of Formula 1's unprecedented commercial boom. The shares on offer are valued at roughly $700 million.

Until September, Renault retains veto rights over strategic decisions. Multiple contenders are vying for a stake: Christian Horner (ousted Red Bull team principal) with backing from a solid investment fund, but Mercedes appears frontrunner. The German giant, already supplying Alpine's hybrid engines as technical partner, is in pole position.

Legitimate sporting concerns

The move hasn't won universal approval. McLaren CEO Zak Brown worries about a conflict-ridden situation akin to Red Bull's control of Racing Bulls, risking collusion and unfair sporting advantage. The FIA is equally watchful: Mercedes would become part-owner of an on-track rival, raising questions about technical confidentiality and competitive integrity.

Toto Wolff, directly involved in these negotiations, continues his personal rivalry with Christian Horner behind the scenes.

Gucci as title sponsor from 2027?

Meanwhile, a luxury rumor is circulating: Alpine's current BWT sponsorship deal ends late 2026. Come 2027, Gucci could become the team's title sponsor in a partnership worth tens of millions. The logic is compelling: the prestigious Italian house, part of the Kering group, is chaired by Luca de Meo—former Renault CEO who brought Flavio Briatore back to Enstone and orchestrated the Mercedes partnership.

This dual-track strategy reinforces Alpine's ambitions: a premium technical partnership (Mercedes) paired with luxury branding (Gucci), cementing the French team's premium positioning in global motorsport competition.

Source: leblogauto