MSC Cruises is shifting into high gear, expanding its presence in Formula One with a major new sponsorship deal. The cruise giant, who is already a Global Partner of Formula One, is now stepping up as a Premium Partner of the Renault-owned BWT Alpine F1 Team for the 2025 season.

As part of the agreement, MSC Cruises will see its branding featured on Alpine’s A525 race car, set to be unveiled today at the F1 75 Launch event at London’s O2 Arena. The partnership also brings American oil and lubricants brand Valvoline into Alpine’s sponsorship portfolio, strengthening the team’s lineup of commercial backers.

At first glance, the worlds of cruise liners and Formula One racing may seem miles apart. But MSC Cruises and Alpine highlight striking similarities in their approach to performance, innovation, and precision teamwork.

"Competing in design and against the clock is only possible thanks to innovation and collaboration," MSC Cruises said in a statement, emphasizing how both brands thrive on cutting-edge technology, expert craftsmanship, and seamless execution under pressure.

As a Team Premium Partner, MSC Cruises will gain significant branding and marketing including:

Logo Placement – The MSC Cruises logo will be featured on Alpine’s race car, team apparel, garage setup, and digital platforms throughout the season.
Marketing Rights – The cruise brand can use Alpine’s name, drivers, and imagery in global advertising campaigns.
VIP Access & Hospitality – Exclusive paddock club experiences, race-day hospitality, and networking opportunities with Alpine’s key stakeholders.

The deal marks another huge move for MSC Cruises in the sports sponsorship arena, reinforcing its global partnership portfolio.