Il luxury lands in F1From 2027, Formula 1 will also speak the language of Italian high fashion: Gucci to become title partner of Alpine Formula One Team, giving birth to the new "Gucci Racing Alpine Formula One Team." This marks a significant milestone for the Formula One world: for the first time, an iconic luxury brand has linked its name, in this capacity, to a team in the world's premier motorsport championship.
The agreement marks the structured entry of the Florentine maison into the heart of Formula 1 and accompanies the birth of Gucci Racing, a platform designed to go beyond mere visibility on the track. Not just a logo on the single-seater, therefore, but a broader project that intersects sport, luxury, content, products, customer experiences, and exclusive events.
A new identity for Alpine
With the entry of Gucci, Alpine prepares to change its skinFrom 2027, the French team will race under a new name, "Gucci Racing Alpine Formula One Team," and with a profoundly revamped image. The arrival of the Florentine fashion house will also mark the move away from the current blue and pink color scheme, linked to the BWT sponsorship, paving the way for colors of the Italian brand, with a livery oriented towards black and gold.
The agreement, of duration multi-year, aims to strengthen Alpine's international presence in a phase of sporting revival. The team is seen as growing, with improving track performance and a start to the season described as the team's best ever in terms of points scored. The operation is part of a Formula 1 increasingly capable of attract global brands even outside the traditional automotive perimeter. After the entry of LVMH as official sponsor of the World CupGucci's choice confirms the Circus's transformation into an international platform where sport, luxury, entertainment and contemporary culture now run on the same trajectory.
Gucci Racing, between luxury and performance
Il the heart of the operation is Gucci Racing, defined by the maison as “a new business and experiential platform, built around the values of performance, precision, discipline and excellence, at the crossroads between luxury and sport”. The partnership with Alpine will be the first territory of expression of this new platform. Gucci Racing will also have a dedicated logo, in which the Interlocking G motif will be combined with the Gucci Racing wordmark. The stated goal is to go beyond the brand's presence on the cars, building over time an ecosystem of content, products, official team apparel, customer experiences, and exclusive initiatives.
For Gucci, Formula 1 represents a lever of visibility on a global scale, with a rapidly expanding audience that's increasingly younger, more diverse, and more female. This is the platform on which the fashion house intends to strengthen its desirability, cultural relevance, and presence in strategic markets.
Bellettini and de Meo: Luxury takes the global stage in F1
“The partnership with Alpine Formula One Team opens a new chapter in our history: Gucci is the first luxury fashion brand to become a Title Partner in Formula 1.” Bellettini added that the operation “reflects our ambition and the role we want to play on this stage,” he commented. Frances Bellettini, President and CEO of Gucci. For Gucci's CEO, Formula 1 today is "a unique crossroads between performance and culture," while Alpine is "the right partner to bring this vision to life. Gucci Racing is much more than a presence on the track: it's an expression of who we are and where we want to take the brand. And there's much more to come."
The industrial and strategic reading of the agreement is also supported by Luca de Meo, CEO of Kering, the group that owns Gucci. “Formula 1 has gone far beyond sport,” explains the Kering CEO, “establishing itself as one of the most powerful premium content platforms in the world: each season it reaches over 1,5 billion people and continues to attract a rapidly growing, younger, and increasingly female audience. As a space for creativity, the pursuit of excellence, and human achievement, we see it as a unique platform for a luxury brand: capable of opening new horizons, generating authentic connections, and building long-term value and desirability, while producing a measurable and lasting impact.”
Renault, Briatore and the global gamble
For Renault Group, a historic protagonist of Formula 1 since 1977, the agreement is part of the Alpine's growth strategyFrançois Provost, CEO of the group, defined Formula 1 as "one of the most dynamic and attractive platforms in world sport" and identified it as an asset that supports Alpine's ambition: to increase awareness, desirability and influence in markets, while reaching new audiences and new generations.
To give a more sporty tone to the operation is Flavio Briatore, Executive Advisor to Alpine Formula One Team, who expressed pride at the arrival of the Italian fashion house: “Having a brand of Gucci's caliber as Title Partner of Alpine Formula One Team is something I'm enormously proud of. But that's not all: I'm equally excited about the possibilities this partnership brings and the great things we can achieve together globally. The Enstone-based team has a history of unconventional choices and has already proven that fashion can come first in Formula 1. With constantly improving on-track performances and Alpine's best-ever early-season points tally, this collaboration with Gucci is proof of the team's growing momentum.”
From 2027, therefore, the French team will enter a new phase: the name, colors, image, and positioning will change under the Gucci banner. For the fashion house, it will be its debut as a leading figure in the sport; for Alpine, it's a gamble on global prestige. For Formula 1, it's yet another confirmation of a transformation that's already evident. No longer just sports and motors, but a global platform where performance, luxury and pop culture run on the same track.
