Alpine has just unveiled a game-changing partnership that promises to shake up both the motorsport and e-commerce worlds. The French Formula 1 team has officially joined forces with Mercado Libre, Latin America’s leading e-commerce platform and a key personal sponsor of F1 rising star Franco Colapinto. With this deal, Alpine not only strengthens its foothold in the Latin American market but also brings a significant commercial boost to the team as they look ahead to the 2025 F1 season.
Franco Colapinto, who has been making waves as Alpine’s new reserve driver, is already a household name in his home country of Argentina. After a standout nine-race stint with Williams last season, the 21-year-old is now part of Alpine’s high-performance lineup, acting as a backup for stars Pierre Gasly and Jack Doohan. And with Mercado Libre’s support continuing into his new role, Colapinto’s presence at Alpine is poised to bring even more attention to both the team and the sport.
Mercado Libre’s connection to Colapinto dates back to the summer of 2023, when the company signed a sponsorship deal with Williams just ahead of Colapinto’s Grand Prix debut at Monza. Now, with the Argentine driver making his move to Alpine, Mercado Libre has expanded their partnership to the team itself, further solidifying their backing of the young driver.
The company, which was named one of TIME Magazine’s 100 most influential companies in the world in 2023, has been a significant player in the growing F1 landscape in Latin America. Their investment in Colapinto, and now in Alpine, marks a major step forward in their global strategy. Mercado Libre’s logo, featuring its signature handshake design, will soon be seen on Alpine’s F1 cars, making a clear statement of intent in the world of motorsport.
Alpine’s team principal, Oliver Oakes, couldn’t be more thrilled about the partnership, emphasizing how well Mercado Libre’s values align with those of the team. “We are excited to welcome Mercado Libre to the Alpine Formula One family,” Oakes said. “Their commitment to speed and high performance aligns perfectly with the team’s values and those in Formula One. This partnership also strengthens our connection with our passionate Latin American fan base, and we look forward to achieving great things together on and off the track.”
For Mercado Libre, Formula 1 represents the perfect platform to showcase their innovation and ambition. “Formula One represents speed, innovation, and the ambition to go further, which are values that we share at Mercado Libre,” said Sean Summers, EVP and chief marketing officer of the company. “Expanding our presence in the category with BWT Alpine Formula One Team reaffirms our commitment to a rapidly growing global platform, particularly in Latin America, where enthusiasm for the sport continues to soar.”
This collaboration is much more than just a sponsorship—it’s a strategic move to cement both Alpine’s and Mercado Libre’s positions in the ever-expanding Formula 1 universe. As Colapinto gears up for his reserve duties, all eyes will be on the trio of Gasly, Doohan, and Colapinto as they work together to make Alpine a force to be reckoned with in 2025.