Alpine has announced during its team's official Formula One Launch event in London for the presentation of the A523, that Zinedine will become the brand ambassador and sponsor of its equal opportunities programmes, Rac(H)er and the Concours Excellence Mecanique.

The firm states that Zinedine’s journey as an international football icon, both as a player and now as a coach, will serve as an inspiring example for all the beneficiaries of Alpine's equal opportunities programme.

Alpines states that the French world champion, who is also passionate about motorsports, will also have the opportunity, with his perspective as a user and ambassador, to participate in the reflection on the transition to the future of the automobile and the development of the Alpine models of tomorrow.

Under the Rac(H)er programme, Alpine has committed to promoting the inclusion and subsequent promotions of a diverse workforce at all levels. It aims to have a staff comprising of 30% females within five years. The programme has also seen the promotion of new talents such as Sophia Floersch, who will race in the FIA Formula Three Championship in 2023 on the Formula One Grand Prix support race undercard.