BWT Alpine and Mercado Libre Unveil Special ‘Unidos por la Velocidad’ Livery for the United States Grand Prix

Austin, Texas, October 16, 2025: The BWT Alpine Formula One Team and Mercado Libre, Latin America’s leading e-commerce and technology company, have unveiled a striking new special edition livery for the upcoming United States Grand Prix.

The livery, featuring Mercado Libre’s signature yellow, marks the start of a three-race campaign that will span the Austin, Mexico City, and São Paulo Grands Prix — a celebration of speed, innovation, and Latin American passion for Formula One.

‘Unidos por la Velocidad’: A Campaign Celebrating Latin American Pride

The new livery launch coincides with the debut of Mercado Libre’s campaign, “Unidos por la Velocidad” (United by Speed), created in partnership with agency GUT. The campaign stars BWT Alpine’s Argentine driver Franco Colapinto and Brazilian football legend Neymar Jr, uniting two icons of Latin America in a celebration of shared excellence and speed.

In the campaign’s cinematic commercial, the BWT Alpine Formula One Team goes head-to-head against Mercado Libre’s delivery fleet, symbolizing the shared drive for performance, precision, and teamwork that defines both organizations.

Expanding a Strategic Partnership

The initiative strengthens the ongoing strategic alliance between Mercado Libre and BWT Alpine Formula One Team, deepening their connection with Latin American fans. Franco Colapinto, Alpine’s rising star and the campaign’s on-track ambassador, represents the growing presence of Latin American talent in Formula One — a sport currently experiencing unprecedented popularity across the region.

Mercado Libre plans a series of fan activations in Mexico City, São Paulo, and Argentina, designed to celebrate Latin American talent and bring F1 fans closer to the sport through immersive experiences and digital engagement.

Leaders Speak: A Shared Vision of Speed and Innovation

Sean Summers, Chief Marketing Officer of Mercado Libre, emphasized the synergy between both brands:

“We share with BWT Alpine — and with Franco Colapinto — the same passion for speed and excellence. This partnership allows us to bring the spirit of our fast deliveries and innovation to the world’s top motorsport competition, Formula One.”

Guy Martin, Global Marketing Director of BWT Alpine Formula One Team, added:

“We joined forces with Mercado Libre as part of a global strategy to connect with new audiences who are passionate about Formula One. We share Mercado Libre’s vision of combining innovation, speed, and teamwork, and we’re thrilled to bring this collaboration to the racetracks in Austin, Mexico City, and São Paulo.”

Franco Colapinto, BWT Alpine Formula One Team driver, shared his pride in representing a Latin American brand on the global stage:

“Racing with Mercado Libre’s colours is very special for me. It means bringing a brand to the track that was born in my country and now represents millions of Latin Americans. Competing in Formula One is a dream, and doing it alongside Mercado Libre — a company that shares my values of dedication and perseverance — makes it even more meaningful.”

Bringing Fans Closer to Formula One

The #UnidosPorLaVelocidad campaign will include a mix of exclusive digital content, fan experiences, and media activations designed to engage Formula One enthusiasts across Latin America. Through this collaboration, both BWT Alpine and Mercado Libre aim to strengthen the bond between technology, sport, and culture — showcasing how teamwork and innovation transcend borders.