Photo: Alpine F1 Team
Gucci linked with potential title sponsorship deal with Alpine from 2027
Luxury fashion house Gucci could become the new title sponsor of Alpine from the 2027 Formula 1 season. If the deal goes ahead, the French team may compete under the name Gucci Alpine Formula One Team.
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The Alpine F1 Team could undergo a striking visual transformation in the coming years, with reports suggesting that Gucci is in discussions to become the team's new title sponsor from the 2027 Formula 1 season.
According to GPblog, Gucci is being considered as a replacement for BWT, whose current title sponsorship agreement with Alpine is expected to come to an end after the 2026 season.
If an agreement is reached, the Enstone-based team could adopt the name Gucci Alpine Formula One Team from the 2027 campaign onwards.
The potential partnership would mark one of the most eye-catching commercial deals in Formula 1, bringing one of the world's most recognisable luxury brands into the sport. While no financial details have been revealed, a title sponsorship of this scale would likely be worth tens of millions of euros per season.
There is also a clear connection between the two organisations. Luca de Meo became chief executive of Kering, Gucci’s parent company, in September 2025. Before that, he served as CEO of Renault Group and played a key role in the development of Alpine’s Formula 1 programme.
Alpine did not confirm the reports but acknowledged that discussions with potential partners are taking place.
“Alpine Formula One Team is constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners. The discussions are however always kept confidential and they are disclosed only when confirmed and agreed by all parties," the team said in the statement, as quoted by GPblog.
