What major new deal says about Alpine’s chances of becoming an F1 force again
The Race F1 Podcast
The Race Media Ltd
4.5 • 1K Ratings
🗓️ 27 May 2026
⏱️ 34 minutes
🧾️ Download transcript
Summary
Alpine announced a major new sponsorship deal on Wednesday, with Italian fashion house Gucci to enter Formula 1 for the first time next year as the team's title sponsor. Jon Noble, who was at the launch event in Paris, joins Edd Straw to explain why this deal is so significant for Alpine (and parent company Renault) outside of the obvious money it will bring.
Edd and Jon also discuss Alpine's wider progress this season, as the former world championship winning team - under the leadership of Flavio Briatore - continues its steady rise back up the grid after its rock bottom finish in the constructors' standings in 2025. And finally, Jon explains what impact the new deal might have on the team's driver line-up of Pierre Gasly and Franco Colapinto going forward, as Briatore looks to make another fashion brand a serial F1 winner, after his previous success with Benetton.
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Transcript
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| 0:00.0 | The Athletic |
| 0:02.7 | The Athletic |
| 0:02.7 | The race is on, and as Alpine's upward curve continues on and off track with the |
| 0:16.6 | announcement Gucci will be its title sponsor next year, is the team finally on a trajectory |
| 0:20.7 | that will break it out of F-ons midfield? I'm Ed Struin and joining me from where the deal was |
| 0:25.5 | announced is John Noble. Well, John, the last time I was with you, we're in Montreal. I've |
| 0:33.5 | just got back from the airport having flown overnight, so perhaps you can tell me, and more importantly, the listeners and watchers exactly where you are. |
| 0:41.5 | I'm in Paris, the headquarters of Kerring, which is the parent company of Gucci. |
| 0:46.3 | They've had a press conference today. |
| 0:47.6 | So I flew from Montreal Monday evening, landed in Paris yesterday a bit jet-lagged and tired after a red-eye flight wandered around |
| 0:56.0 | went for run this morning beautiful hot super hot day but um yeah gorgeous building uh and f1's |
| 1:03.2 | perhaps most interesting title sponsorship deal we've had for a while absolutely i have to say |
| 1:07.7 | though it's a definitely not recycle a joke I already made just before we started recording. |
| 1:11.5 | I'm disappointed you're not in a beautiful Gucci suit that they've used to buy you off. |
| 1:16.3 | Well, everyone here, all the staff, everybody's beautifully impeccably dressed, as you can imagine. |
| 1:21.4 | So I'm afraid I'm just slumming it in my normal workwear. |
| 1:26.1 | We always bring the tone down when it comes to kind of luxury presentation. |
| 1:30.4 | But we like to think we have substance. |
| 1:32.1 | So that's the main thing. |
| 1:34.4 | So perhaps you can tell us a little bit about what's been going on there. |
| 1:37.7 | What we know about this Gucci deal is title sponsorship for 2027 onwards. |
| 1:47.4 | And that is in multiple ways a very big deal, isn't title sponsorship for 2027 onwards. And that is, in multiple ways, a very big deal, |
... |
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