MSC Cruises has strengthened its involvement in Formula 1 (F1) by securing a multi-year partnership with the BWT Alpine team, further integrating its brand within the world of motorsport.
As part of this agreement, MSC will become a premium partner of Alpine, joining brands such as H. Moser & Cie, Renault E-Tech, and Eni, while remaining positioned below the team's title sponsor, BWT. The collaboration will see MSC's branding prominently displayed on Alpine’s A525 race cars during the 2025 season.
This partnership builds on MSC's existing relationship with Formula 1, where the company already serves as a global partner. The cruise line recently expanded its role within the sport by becoming the title sponsor of three Grand Prix events in Austria, the United States, and Brazil for the upcoming season. Previously, it had lent its name to races in Japan, Belgium, and Italy’s Emilia-Romagna region.
In addition, MSC's luxury travel brand Explora Journeys is set to have a presence at the Monaco Grand Prix next year. Executive Chairman Pierfrancesco Vago has emphasized that Formula 1’s growing global popularity has driven MSC to expand its involvement further by aligning with a team, reinforcing the cruise line’s commitment to high-profile sporting events.
Alpine’s recent commercial activity has extended beyond its partnership with MSC, with the team also securing agreements with superfoods brand Oakberry and renewing its sponsorship with French automotive anti-theft marking company Eurodatacar.
Meanwhile, Scuderia Ferrari has announced a new partnership with environmental solutions provider Ambipar, aimed at integrating sustainability initiatives into the team’s operations. This collaboration aligns with Ferrari’s objective of achieving carbon neutrality by 2030. The Italian team has also recently signed a multi-year sponsorship deal with asset trading platform Vantage Markets.
The 2025 Formula 1 season is set to begin on March 16th in Melbourne (Australia).