What happened: Alpine's Formula 1 team sent public congratulations to Paris Saint-Germain, posting "Putting the Champions in Champions League" alongside a "Bravo PSG" message. The note from the Enstone-based outfit celebrates the French club's continental success and underscores the cross-sport relationship between the two organizations.

Why it matters: The shout-out reflects the growing commercial and brand ties between Alpine and PSG, two outfits that share Parisian roots and a marketing partnership. Public cross-promotion like this extends both brands' reach across motorsport and football audiences during a busy stretch of the F1 calendar.

What to watch: Watch for further Alpine-PSG cross-brand activations as the F1 season rolls on, with the British Grand Prix one month away.