Story perspectives

Alpine Becomes Gucci Racing Title Partner, Fifth in Standings

5/27/2026

Summary

Alpine Teams Up

Alpine named Gucci title partner for 2027, becoming the Gucci Racing Alpine Formula One Team.
Gucci launched Gucci Racing, unveiling a new livery and saying it is the first fashion house to become a Formula One title partner, noting the sport reaches 1.5 billion viewers.
Alpine sits fifth in Constructors’ Championship with 35 points after Franco Colapinto’s P6 in Canada, partnership that references a $70,000 shark sculpture from the 2024 Las Vegas Grand Prix.

Summary

Gucci Partners F1

Gucci signed a Formula 1 partnership, framing the sport as a platform to push boundaries and build long-term value, after LVMH’s 2024 deal worth over $100 million annually.
Kering CEO Luca de Meo used his former Renault contacts to broker the agreement, underscoring personal networks in securing F1 sponsorships.
Alpine will switch to Mercedes power units in 2026, a technical change that aligns with the new title partnership timing.

History

Historical Context

In 2021 Renault’s F1 operation was renamed Alpine, marking a brand-focused shift. The move echoes earlier sponsorship milestones, notably Lotus’s 1968 deal with John Player Special that introduced commercial liveries and the later emergence of luxury-apparel partners in F1. Gucci’s 2027 title partnership with Alpine continues that fashion-F1 linkage, bringing fresh branding value to the sport’s global audience.

1 of 3

Alpine Teams Up

Alpine named Gucci title partner for 2027, becoming the Gucci Racing Alpine Formula One Team.
Gucci launched Gucci Racing, unveiling a new livery and saying it is the first fashion house to become a Formula One title partner, noting the sport reaches 1.5 billion viewers.
Alpine sits fifth in Constructors’ Championship with 35 points after Franco Colapinto’s P6 in Canada, partnership that references a $70,000 shark sculpture from the 2024 Las Vegas Grand Prix.

1 / 3