Gucci Racing Alpine: Luxury House Becomes Title Partner of Alpine F1 Team from 2027

Gucci will replace BWT as Alpine’s title sponsor from the 2027 FIA Formula One Championship. The team will race as Gucci Racing Alpine Formula One Team, adopt Gucci’s black, gold, red and green livery, and display a logo that pairs the interlocking G with the ‘Gucci Racing’ wordmark. The multi-year deal also creates a separate Gucci Racing business unit focused on performance, precision, discipline and excellence.

Gucci Is A Formula 1 Title Partner For Alpine TeamGucci becomes title partner of Alpine F1 team for 2027il Sole 24 OreGucci Gets In on the Formula One GameAlpine F1 has a new title partnerGucci to become title partner of Alpine F1 team from 2027Reuters

Alpine, an Enstone-based team of Renault, has been sponsored by BWT since 2022. After finishing last in the 2025 constructors’ standings, Alpine entered 2026 with Mercedes power units and posted its strongest start, sitting fifth with 35 points after five rounds and a career-best P6 for Franco Colapinto at Canadian Grand Prix. The partnership follows an influx of luxury brands into Formula One, highlighted by LVMH’s 2024 multi-year deal reportedly worth over $100 million annually.

Gucci to become title partner of Alpine F1 team from 2027

Luca de Meo, CEO of Kering and former Renault chief executive; Francesca Bellettini, President and CEO of Gucci; Flavio Briatore, Alpine’s executive advisor and longtime associate of de Meo; and Renault Group CEO François Provost, who emphasized the collaboration’s fit with the group’s motorsport heritage.

Alpine F1 has a new title partner

Formula One reaches over 1.5 billion viewers per season, a metric de Meo cites to justify the partnership’s marketing value. LVMH’s 2024 agreement with the sport is reported to exceed $100 million annually. Alpine’s 2026 record—fifth in the standings with 35 points after five rounds—shows the team’s trajectory. The Gucci tie-up, the first luxury fashion house to serve as a title partner, underscores Formula One’s appeal to premium brands seeking global exposure and younger, increasingly female audiences.

Gucci to become title partner of Alpine F1 team from 2027

Gucci’s leadership called the agreement a ‘new chapter’ aligning the brand’s ambition with Formula One’s cultural reach. Kering’s de Meo highlighted the sport’s status as a powerful premium content platform suited to luxury storytelling. Renault’s Provost framed the deal as a means to boost Alpine’s brand awareness, while Briatore praised the team’s heritage and the potential for ‘great things’ globally.

Gucci to become title partner of Alpine F1 team from 2027

• “Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One,” — Francesca Bellettini, President & CEO, Gucci

Gucci Is A Formula 1 Title Partner For Alpine Team

• “Formula One has evolved far beyond sport to become one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience,” — Luca de Meo, CEO, Kering

Gucci Gets In on the Formula One Game

• “Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of,” — Flavio Briatore, Executive Advisor, Alpine

Alpine F1 has a new title partner

All sources agree on the partnership’s timing, naming and strategic intent; financial terms were not disclosed.

Gucci becomes title partner of Alpine F1 team for 2027

The rebranded team will debut its Gucci-liveried cars at the 2027 season opener. Gucci Racing will roll out content, product offerings and customer experiences, while tracking the partnership’s impact on brand perception and Alpine’s on-track performance throughout the season.

Alpine F1 has a new title partner