Most team principals think winning comes first, then the sponsors follow. Flavio Briatore understands the opposite is true. He built his entire approach around a simple inversion: commercial appeal is the precondition for becoming competitive. Build the money engine first,...
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Gucci and Alpine Isn’t Historic. It’s Just F1 Being F1.
Everyone is calling the Gucci-Alpine partnership a watershed moment. The first luxury fashion house to serve as title partner in Formula 1. A revolution in how brands engage with motorsport. Historic. It’s none of those things. The Gucci deal is...
Continue reading...New Shareholders in Alpine
The Alpine Formula One team has new shareholders as of today. US-based Otro Capital purchased 24% of the team for just over $218 million on Monday December 18. They joined RedBird Capital Partners and Maximum Effort Investments as new shareholders...
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