Alpine is a name that evokes motorsport legacy, but it doesn’t live in the past. In today’s Formula 1, the team is meticulously carving out a new identity: bold in design, rooted in its French origins, and unafraid to challenge convention. It’s no coincidence that one of its key partners is BWT, a company driving transformation in a completely different arena: water, and the virtuous revolution shaping its future.

Together, they represent a different kind of collaboration within the Circus. Not just brand meets team, but purpose meets platform. A historic F1 name with a forward-looking approach to innovation, and a global water company using sport to accelerate its mission: to eliminate single-use plastic and rethink the way we relate to essential resources.

In Monza, we had the chance to step inside Alpine’s operational core, diving into its layered imagery and distinctive motorhome, designed by Philippe Starck. There, we spoke with Lorenzo Tadini, BWT’s Commercial Director for Italy, to understand how this partnership took shape, and why pink is far more than just a color on a car. It’s a statement about where Formula 1, and the world, should be heading.

Why did a water treatment company enter the glamorous world of motorsport?

Lorenzo Tadini (Commercial Director Italy, BWT): “Because we needed to stop talking only to technicians. BWT was born in the B2B world: plants, thermal systems, installers. The end consumer was using our products without even knowing they were ours. That’s when our CEO, Andreas Weissenbacher, had a simple but significant insight, summed up in one sentence: ‘We need to take the brand from the basement to the kitchen.’ To do that, we needed a platform that could reach people quickly. Formula 1 gives you access to billions of people in a very short time. That’s where it all started. First came our experiences with DTM, then Formula E, and from there we moved to Racing Point, Aston Martin, and now to this fantastic new partnership with Alpine. Motorsport has been, and still is, a powerful communication tool for us. It allows our brand to be recognized directly by the consumer: something that didn’t happen before.”

Let’s talk about the color pink: undeniably associated with BWT, but also increasingly iconic for Alpine. What’s behind that choice?

Lorenzo Tadini (Commercial Director Italy, BWT): “Pink is a symbol. Yes, it’s about visibility, but it also represents a meaningful, strategic choice. For example, our data show that the decision on which kind of water to use at home is often made by women. Sure, it’s also a bold, disruptive color: hard to ignore. And seeing it on a Formula 1 car certainly made us stand out, but again, it’s much more than a visual choice. It’s a statement.”

Alpine recently celebrated its 70th anniversary: another milestone in a story that’s deeply intertwined with French and international motorsport culture. What does it mean to be associated with such a historic team?

Lorenzo Tadini (Commercial Director Italy, BWT): “Alpine has a long, fascinating history rooted in France and built on strong values. We were aware of that from day one, and it was one of the main reasons we pursued this kind of partnership. Both of us have significant legacies: within BWT Group there are companies that have been around for over 200, 100 years. Our shared goal was to strike a balance between tradition and innovation. We wanted Alpine to be a vehicle for our message without compromising its proud identity. And I truly believe we’ve succeeded. Speaking of the car’s livery color, I’d like to highlight how open the team was from the very start. Their willingness to embrace the pink came from a shared understanding of what it represents: technological innovation and sustainability.”

Speaking of innovation, your partnership goes beyond simple sponsorship and ventures into the future of engines, especially with sustainability in mind.

Lorenzo Tadini (Commercial Director Italy, BWT): “Absolutely. We’re working closely with Renault on hydrogen technology. We provide water suitable for electrolyzers, membranes, and systems for commercial vehicles. It’s a sector that still needs to grow, but we believe it represents a real alternative to fossil fuels. This isn’t just about marketing: it’s real innovation that needs support and funding. This collaboration is a tangible example of how our involvement goes beyond brand exposure to contributing to technology projects with huge potential for growth and environmental impact.”

Your mission is also rooted in the idea of a better world: starting with eliminating plastic bottles for drinking water. It’s a cause that especially resonates with younger generations. Is that another reason you chose F1 and sports imagery as your communication platform?

Lorenzo Tadini (Commercial Director Italy, BWT): “We work closely with students, universities, and athletes. Sustainability is no longer an abstract topic: it’s a real demand. Projects at universities like Bocconi, Humanitas, and Politecnico come directly from the questions and energy of young people. Even in football, with Parma Calcio (Serie A club sponsored by BWT), we worked to eliminate plastic in locker rooms and common areas. I find it meaningful that athletes can immediately feel the difference these simple changes make. It’s not just about image: it’s about real transformation. And it goes far beyond sponsorships or marketing. For BWT, the real challenge is transforming a daily habit into a better version of itself. From homes to training grounds, from paddocks to Michelin-starred restaurants: like that of three-star chef Norbert Niederkofler, whom we proudly support.”