The Investors in Alpine F1 Team

The recent influx of high-profile investors into the Alpine Formula One team, including sports stars like Patrick Mahomes, Travis Kelce, Rory McIlroy, and others, marks a significant moment in the business and sporting world. This investment, led by Otro Capital in partnership with RedBird Capital Partners and Maximum Effort Investments, signifies a strategic move to enhance the team's capabilities and stature in the highly competitive world of Formula One racing.

Investors and Their Impact

The investment group includes a mix of athletes, entertainers, and entrepreneurs. Names like Mahomes, Kelce, McIlroy, Anthony Joshua, Trent Alexander-Arnold, and Juan Mata, along with Hollywood actors like Ryan Reynolds, contribute not just financially but also bring a varied set of skills and perspectives to the team​​​​​​.

The investment is substantial, with the group contributing €200 million for a 24% equity stake in Alpine, valuing the team at around $900 million​​​​. This capital influx is expected to significantly impact the team’s operations and success, providing a solid financial foundation for future growth and development.

The investors, through their diverse backgrounds, are expected to aid in various aspects like media, sponsorship, ticketing, hospitality, commercial rights management, licensing, and merchandising. This multi-faceted approach aims to elevate Alpine F1's business operations and global reach​​​​.

Why Alpine?

With F1 growing in popularity at a blistering pace in the US thanks to its Netflix show "Drive to Survive" and the 3 Grand Prix held in the States, it makes sense for people, especially athletes, to invest in F1 teams. Alpine, however, is undoubtedly a midfield team in Formula 1, the only team that runs the Renault engine, so why all the confidence in Alpine?

Alpine does have 2 stellar drivers, both race-winners, Pierre Gasly and Esteban Ocon, but the reasoning is deeper than just the drivers. Alpine is in an era of reconstruction, shifting from the Renault team to the Renault-powered Alpine team in 2021. In the past few years, Alpine has gone through various team principals and seen both veteran and rookie drivers come and go. Alpine is most definitely the dark horse of the midfield. They are backrunners in terms of marketing and engagement with fans.

The purchase of Alpine stake by these celebrities is a perfect "buy-low" opportunity. With the new implementation of the cost cap in Formula 1, instead of rolling every dollar over back into development, there are chances for profits, rising team value, and dividends, which is exactly what the investors are after. The new Alpine investors hope to bring recognition to the team and help the team leverage a following into different markets. It is a great way for the team to compete with racing giants Ferrari, Mercedes, and Red Bull, and in turn, increase performance and profits.

What the Future Holds

Alpine is set to benefit greatly from this investment. With new capital and strategic input, the team aims to overcome recent challenges and revitalize its pursuit of championship glory, potentially matching the pace of teams farther up the field. Leveraging the experience of its diverse investor group, Alpine plans to initiate cross-industry promotional campaigns. This approach could enhance the team's commercial strategies, tapping into the broader appeal and network of its high-profile investors​​.

While the investors will hope for high returns, it remains to be seen whether they will be realized, or the whole ordeal will fizzle out as a popularity stunt. Formula 1 fans often despise the injection of celebrities who seemingly know and care little for the sport, and there is a chance that the investment will backfire, and hurt their public image. Mahomes has said, "I’ve always had a passion for all sports. The opportunity to lead an investor group with Travis in Alpine F1 alongside Otro Capital was one I couldn’t pass up". Whether the Formula 1 fans believe Mahomes, Kelce, and others have honest and true intentions remains to be seen.

All Together

The investment by Mahomes, Kelce, McIlroy, and others in the Alpine F1 team is a strategic move that aligns with the growing global appeal of Formula One. It provides the team with not only financial backing but also a diverse range of expertise and global recognition. This venture is expected to bring significant changes to the business dynamics of Alpine F1, potentially impacting the broader sports industry and contributing to the team's success in the high-stakes world of Formula One racing, although, despite the optimism, there is a chance of backfire for the investors.


ChatGPT, personal communication, November 21, 2023

F1. (2023, October 17). Mahomes, Kelce and Joshua join Alpine’s Investor Group. Formula 1.

Kisby, C. (2023, October 24). “it’s all for vanity”: Why are celebrities queuing up to invest in Alpine’s F1 team? Motor Sport Magazine.