Mercado Libre, the Latin America’s E-commerce Giant, Announces Sponsorship of Alpine F1 Team

In a highly anticipated move that combines innovation, sports passion, and regional projection, Mercado Libre —a synonym for entrepreneurial spirit, speed, and excellence— has become a strategic partner of the BWT Alpine Formula One Team for the 2025 Formula 1 season. Its iconic yellow logo will be featured on the A525, the car with which the French team will compete, and at the heart of a project that goes beyond commerce: supporting young Argentine talent Franco Colapinto, Alpine’s test and reserve driver.

Mercado Libre sponsors Alpine in F1 with Franco Colapinto — Mercado Libre sponsors the Alpine F1 team, which includes Argentine driver Franco Colapinto

Shared Values on the Straight of Innovation

The partnership between Mercado Libre and Alpine is not just a sponsorship: it is a convergence of philosophies. Both share a DNA marked by precision, cutting-edge technology, and the ambition to push boundaries. For Alpine, these principles fuel their engines; for Mercado Libre, they drive their revolution in Latin American e-commerce.

Sean Summers, EVP and CMO of Mercado Libre, emphasizes:

“Formula 1 represents speed, innovation, and the ambition to always go further, values 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 this sport continues to rise.”

In Mexico, David Geisen, Country Manager at Mercado Libre, highlighted the company’s global message:

⁠”Formula 1 is not just a competition of speed, but a universe where innovation, precision, and strategy define every race.

At Mercado Libre, we share this philosophy, and we are proud to announce that we are the official sponsor of Alpine Formula One Team, reaffirming our support for Franco Colapinto as he joins one of the most competitive teams on the circuit.

This agreement represents an opportunity to continue connecting with a global community and to promote values that define us: excellence, innovation, and continuous improvement.

Franco has shown that with talent, effort, and determination, there are no limits. We are excited to be part of his story and his future in F1.

Let’s go for more!”

Franco Colapinto, the Latin American Face of a Global Dream

At just 21 years old, Franco Colapinto embodies the essence of this collaboration. From his beginnings in karting at the age of nine to his Formula 1 debut with Williams in 2024 —where he scored points at iconic circuits like Monza and Austin— his journey is a testament to resilience and talent. Today, as Alpine’s test and reserve driver, Colapinto carries not only his skill but also the backing of a brand that sees him as a symbol of Latin American potential.

“Reaching Formula 1 is a dream come true, and doing it with the support of Mercado Libre makes it even more special,” says Colapinto.

“It’s a company that revolutionized commerce in Latin America and believes in young talent. Their commitment to innovation inspires me every day, and knowing they are with me in this new chapter with Alpine gives me more strength to continue representing our region.”

Technology, Community, and Legacy

The agreement goes beyond logo placement. The integration of Mercado Libre’s distinctive yellow on the A525 reflects a strategic synergy with three key pillars:

1. Tech-Sport Innovation: Alpine brings its expertise in high-performance engineering; Mercado Libre, its digital vision to connect markets.
2. Connection with Latin America: The partnership brings millions of fans from the region closer to F1, a sport on the rise in countries like Mexico, Brazil, and Argentina.
3. Support for Emerging Talent: Colapinto is not just a driver but an ambassador for a generation that challenges geographical and technological limits.

Oliver Oakes, Team Principal of Alpine, highlights:

“We are thrilled to welcome Mercado Libre to the Alpine family. Their commitment to innovation aligns perfectly with our values. This partnership strengthens our connection with the passionate Latin American community, and we look forward to achieving great things together.”

For Mercado Libre, this collaboration is another link in its strategy of connecting with sports as a tool for inspiration. After sponsorships in soccer and other events, its foray into F1 —a sport where millimeter precision and real-time decision-making are crucial— reflects its own operational essence.

Moreover, the support for Colapinto sends a clear message: Latin America not only consumes sports but produces elite-level talent. His story —from karting in Buenos Aires to the 24 Hours of Le Mans and now F1— is a call to new generations to pursue their goals without borders.

As the A525 races through circuits like Silverstone or Suzuka, Mercado Libre will analyze every piece of data, every interaction, to optimize not only campaigns but also its role as a catalyst for dreams. This alliance is not just a bet on winning races but on building a legacy where technology, sports, and regional talent intertwine.

As Summers aptly summarizes:

“We are proud to have our logo on the team’s car and even more excited to see Franco Colapinto as part of Alpine.”

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