Alpine Formula One team is in discussions with Gucci about a potential sponsorship that would feature the Kering-owned brand on its racing cars. Negotiations remain ongoing; an Alpine spokesperson said the team is “constantly looking for new partnership opportunities,” while Gucci declined to comment. The potential deal comes as Alpine’s current title partnership with BWT ends this season. Kering CEO Luca de Meo, formerly CEO of Renault — Alpine’s majority owner — bolsters the connection between the two camps. The talks reflect a broader trend of luxury and fashion houses entering F1.

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