Mercado Libre strengthens Formula 1 commitment with Alpine renewal
On the eve of the 2026 Australian Grand Prix, which opens the new Formula 1 season, Mercado Libre has announced the renewal of its partnership with BWT Alpine Formula One Team, reaffirming its commitment to one of the most technologically advanced and competitive environments in global sport.
First joining the team as an official sponsor in 2025, the Latin American e-commerce and fintech giant is now expanding a relationship built on shared values of speed, technology, precision, and continuous improvement. As part of the renewed agreement, Mercado Libre’s iconic handshake logo will continue to feature prominently on the Alpine A526 throughout the 2026 Formula 1 season.
Supporting Latin American talent in Formula 1
The partnership also reinforces Mercado Libre’s long-term commitment to Franco Colapinto, one of Latin America’s most promising young drivers. By supporting Colapinto’s journey in Formula 1, the company aims to inspire new generations across the region while highlighting the importance of innovation, perseverance, and high performance.
Formula 1 represents a global laboratory of innovation, where teams operate at the cutting edge of data analytics, engineering and real-time decision-making. This culture of precision and relentless improvement closely mirrors Mercado Libre’s ambitions across the markets it operates in.
Beyond performance on track, the partnership also enables the brand to build emotional connections with millions of fans across Latin America through Formula 1’s global platform.
Executive perspectives
Sean Summers, EVP and CMO of Mercado Libre, said:
“Three years ago, we decided to back a young talent taking his first steps in Formula 1. There were no guarantees, no shortcuts. From day one, we were impressed by Franco’s work ethic, character and ambition. Seeing him begin his third season in the category, firmly established with Alpine and ready to compete against the best in the world, is a tremendous source of pride for everyone who has supported him from the start.”
Flavio Briatore, Executive Advisor at BWT Alpine Formula One Team, added:
“We are proud to continue our partnership with Mercado Libre. From the beginning, we shared a vision based on innovation, ambition and the relentless pursuit of high performance. Their presence strengthens our connection with Latin America, a key region for Formula 1.”
For Franco Colapinto, the renewed support carries personal significance:
“Starting my third year in Formula 1 is both a huge challenge and a dream come true. Each season demands more preparation, more focus and more ambition. Having Mercado Libre’s support, after believing in me from the very beginning, makes this journey even more special.”
“What’s up? Miss me?” — the new campaign
Alongside the partnership renewal, Mercado Libre has launched a new campaign featuring Colapinto under the slogan “What’s up? Miss me?” — a message aimed at the millions of fans across Latin America eager to see the driver back on track in the Alpine A526.
The campaign reinforces the theme “Back on track, together”, highlighting the continued collaboration between the driver, the team and the brand as the 2026 season gets underway.