Alpine Gucci deal looms as Steiner urges Mercedes to cut McLaren engine supply

Alpine could be set for a major identity shift with luxury brand Gucci reportedly replacing BWT as title sponsor from 2027, while former Haas boss Guenther Steiner has urged Mercedes to reconsider its engine deal with McLaren after the Woking team's recent dominance.

Why it matters:

• The potential Gucci partnership would bring tens of millions to Alpine and reshape its commercial image, while Steiner's comments highlight the tension between Mercedes' sportsmanship and the reality of supplying a title-winning rival.

The details:

• Alpine-Gucci: BWT's title sponsorship is expected to end after 2026. GPblog understands Gucci could take over, with a possible new name "Gucci Alpine Formula One Team." Luca de Meo, now CEO of Gucci parent Kering, was previously Renault CEO and a driving force behind Alpine F1. Alpine responded that discussions remain confidential.
• Steiner on McLaren: Speaking on The Red Flags Podcast, Steiner said if he were Toto Wolff, he would stop supplying engines to McLaren. He noted that regulations require supplying a maximum of two other teams—Alpine and Williams already have Mercedes power units. "Toto is a sportsman. He gives his best piece to his biggest opponent," Steiner added.

What's next:

• Alpine is actively seeking partnerships; a Gucci deal could be announced once finalized. Mercedes' engine supply to McLaren is contractually secure for now, but Steiner's suggestion adds pressure on Wolff as McLaren continues to challenge for titles.