Gucci partnership 'speaks volumes' about Alpine's rapid F1 revival

Alpine’s announcement of Gucci as their title partner from 2027 has drawn widespread praise from pundits, who say the deal is a marker of how dramatically the Enstone team has turned its fortunes around after finishing last in the 2025 constructors’ championship.

Speaking on the F1 Nation podcast, IndyCar race winner James Hinchcliffe suggested the partnership would not have materialised without the right connections at the top. “That deal doesn’t get done, I think, if Luca de Meo’s not in charge of that programme,” he said. Gucci is part of the global luxury group Kering, which is headed by de Meo, the former Alpine chief. Hinchcliffe called it “a massive, globally recognised brand, very high-end — this is what Formula 1 is,” though he acknowledged the new name would take some getting used to. “Gucci Racing Alpine F1 Team is a funny name to have to say. It’s going to take us a minute.”

The backdrop to the announcement is a strong start to the 2026 season. Alpine have scored 35 points across the first five races — already more than their entire 2025 campaign — and currently sit fifth in the standings.

Former Renault driver Jolyon Palmer, who raced for the team’s predecessor during a two-year stint in the championship, said the Gucci tie-up was a sign of genuine progress rather than surface-level glamour. “It does speak volumes of where Alpine are at,” Palmer said. “I think they’ve done a really good job. Dropping the Renault engines for Mercedes, it just was a good move for them. I felt like they were really stuck with that for the last few years.”

Palmer acknowledged the controversy surrounding the closure of the Viry engine facility and the loss of in-house power unit expertise, but argued the on-track results and the calibre of new commercial partners justify the direction taken by the team’s leadership. “Look at the results. They’re moving up in the world. They’re signing big brand sponsors, partners. And they’re going to look really fashionable.”

Hinchcliffe also noted that driver Pierre Gasly, known for his interest in fashion, would likely welcome the partnership — and joked that “very expensive merchandise” would inevitably follow.