The Alpine Formula One team have agreed a partnership with Argentine ecommerce giant Mercado Libre for the 2025 season.
Contract:
- Mercado Libre’s branding will feature on the team’s 2025 car
- Company is actively supporting Alpine’s test and reserve driver Franco Colapinto
Context:
A company coming on board to support a Formula One driver not in a full-time seat is notable, and it further increases the pressure on Jack Doohan ahead of his first season. The Australian was promoted from the Alpine driver academy for 2025, making his debut at last season’s finale in Abu Dhabi.
But Alpine’s decision to hire Franco Colapinto as a reserve, who impressed last season for Williams as he became the first Argentine driver in Formula One for 23 years, has seen various media outlets jump to early conclusions about the future owner of Alpine’s second seat alongside Pierre Gasly.
Doohan appeared unperturbed when fielding questions ahead of Formula One’s 75th anniversary show at the O2 Arena in London, saying that “whatever pressure there may be, I look forward to enjoying that, embracing it and just enjoying my Formula One season”.
Any frustration shown by Doohan was likely down to his full Formula One debut being reduced to a footnote in a story about another driver replacing him, and Alpine’s press representative shut down the topic after two questions on the subject.
Even so, Mercado Libre joining Alpine is a strong indication that the company expects its home hero to be in the full-time seat at some point this season, and the team was careful to leave the announcement until after the drivers had spoken to the press.
Doohan will have a chance to prove his worth – but just how many races he’ll be given to do this remains to be seen.
Comment:
“We are excited to welcome Mercado Libre to the Alpine Formula One family,” said Oliver Oakes, team principal of the Alpine Formula One team.
“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.”
Sean Summers, executive vice president and chief marketing officer of Mercado Libre, added: “Formula One represents speed, innovation, and the ambition to go further, which are values that we share at Mercado Libre.
“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.
“We’re proud to have our signature handshake logo on the team’s car and even more excited to see the talented Franco Colapinto part of the team.”
Coming next:
Alpine’s 2025 car will break cover for the first time at preseason testing in Bahrain from 26th to 28th February.
Go deeper:
- Breaking down F1’s sponsorship portfolio ahead of the 2025 season
- F1 team finances roundup: Is the budget cap working four years in?
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