Gucci enters Formula 1 as Alpine title partner from 2027

Gucci has announced a major long-term partnership with Alpine F1 Team, becoming its title partner from the start of the 2027 F1 season.

From that season, the team will compete as the Gucci Racing Alpine Formula One Team. Gucci will replace BWT as title partner.

The collaboration also introduces Gucci Racing, a new platform designed to merge high-performance motorsport with luxury lifestyle and cultural storytelling. Built around values such as precision, discipline and excellence, the initiative will extend beyond traditional sponsorship into exclusive experiences, content creation and product activations.

For Alpine, the deal represents a significant step in strengthening its global brand presence and long-term competitiveness within Formula 1. The team, part of the Renault Group, continues to target consistent progress towards the front of the grid.

The partnership further highlights the growing intersection between Formula 1 and the luxury fashion industry, as the sport continues to expand its global cultural and commercial reach.

"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. Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level," said Flavio Briatore, the Executive Advisor of Alpine F1 Team.