#14 Fernando Alonso (ESP) Alpine F1 Team A522 engine cover.
#14 Fernando Alonso (ESP) Alpine F1 Team A522 engine cover. Azerbaijan Grand Prix, Thursday 9th June 2022. Baku City Circuit, Azerbaijan.

Pride Month: Alpine And Mercedes To Bring Special Liveries To Baku

Dalila Zanardo 2 min read

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New colours are set to be showcased through the streets of Baku this weekend as Mercedes and Alpine have announced new liveries dedicated to Pride Month. The initiative’s main goal is to raise awareness and show support to the LGBTQ+ community and will continue throughout June. 

Image Credit: Alpine Press Office, JAMES MOY PHOTOGRAPHY / XPB IMAGES

As explained by Alpine CEO Laurent Rossi in a press release from the team, the initiative starts from a need for change in the sport: “For so long, motorsport has not been representative of the diversity we see in wider society. There are various reasons, but we need to look forward and challenge the biases we see. Our journey starts here.

The LGBTQ+ community has lacked visible representation and support within our industry, and we need to change this. We want Alpine to be an open, inclusive and productive place to work and for our employees to feel happy and supported in their workplace.

A happy environment gives greater creativity and that is exactly what we need to foster as we move forward. To do so, we need to fully understand the challenges some of the under-represented groups in motorsport face. Pride Month is a good place to start; we know that we need to do more to give this community a voice and representation.”

Alpine’s partnership with Racing Pride

Hence, the French team will showcase an LGBTQ+ rainbow branding on its cars starting from Baku. Moreover, Alpine announced a partnership with Racing Pride to promote inclusion and diversity with the establishment of a committee for equal opportunities as well as training for top managers and human relations strategies.

Discussing the proactive behaviour by Alpine, Racing Pride founder Richard Morris expressed the will to go beyond Pride Month to assure change: “We have been working hard with Alpine behind the scenes to make sure that this commitment to the LGBTQ+ community extends well beyond pride month and is about far more than external publicity.

As with all of our partnerships, the focus for us is on creating lasting positive change: providing education, cultivating truly inclusive environments, and sincerely communicating together a commitment to all members of the LGBTQ+ within and beyond the sport that they are valued, they are respected, and they are welcome.”

Mercedes’ commitment to inclusivity

On the other side of the paddock,  Mercedes also shared its modified rainbow logo, which fans will have the possibility to see on Hamilton and Russell’s cars and helmets starting from Baku.

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Furthermore, inclusivity is also one of the goals of Mercedes’ Accelerate 25 project to promote diversity. Brackley will host networking events for support within the team as well as other events connected to Pride: “Under the banner of the Mercedes-Benz Pride Star, we share a commitment to a culture of diversity, inclusivity and stand against all forms of discrimination.

Everyone is different. But we are all equal. We stand for openness, trust and fairness. And we believe everyone deserves to be respected and appreciated for who they are. “

Headline Image: Alpine Press Office/ James Moy Photography / XPB Images

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