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Gucci becomes Alpine F1's title partner from 2027 in landmark fashion deal

Alpine F1 will race as Gucci Racing Alpine from 2027 after signing a multi-year title partnership with the luxury fashion house, making Gucci the first of its kind to hold such a role in Formula 1. The deal follows the conclusion of Alpine's existing arrangement with BWT.

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Gucci becomes Alpine F1's title partner from 2027 in landmark fashion deal
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Alpine F1 will rebrand as Gucci Racing Alpine from the 2027 season after signing a multi-year title partnership with the Italian luxury fashion house, the Enstone-based team announced on Wednesday. The agreement marks the end of Alpine’s current title sponsorship with BWT and makes Gucci the first luxury fashion brand to hold a title partnership in Formula 1.

As part of the deal, Gucci is launching a new venture called Gucci Racing, described by the brand as “a new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport.” The team’s livery will also change to reflect Gucci’s colours, moving away from the blue and pink scheme it currently runs.

Former Alpine CEO Luca de Meo, who now leads Gucci’s parent company Kering, was identified as a key figure in brokering the partnership — a connection that helps explain how two organisations from very different worlds arrived at the same table.

“This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in Formula 1,” said Francesca Bellettini, president and CEO of Gucci. “That reflects our ambition for the brand and the role we want Gucci to play on this stage. Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One Team is the right partner to bring this vision to life.”

Bellettini added that Gucci Racing is intended as “an expression of who we are and where we want to take the brand,” signalling that the arrangement extends well beyond a logo on a car.

Alpine is not alone in securing a high-profile new title partner ahead of Formula 1’s incoming era. McLaren confirmed Mastercard as its title partner for the 2026 season, reflecting a broader trend of major global brands deepening their commitment to the sport as its commercial and cultural profile continues to grow.

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