The iconic Italian luxury brand has decided to enter Formula 1: here are all the details.
It had been rumored for days, but now it’s official: Alpine has secured a new title sponsor, and it is none other than Gucci.
The Official Statement
Gucci today announced a partnership with Alpine Formula One Team, marking the first time a luxury fashion house becomes title partner of a Formula 1 team. Starting from the 2027 FIA Formula One World Championship, the team will race under the name “Gucci Racing Alpine Formula One Team” and feature a livery inspired by Gucci colours.
The collaboration introduces Gucci Racing, a new business and experiential platform built around the values of performance, precision, discipline and excellence, at the intersection of luxury and sport. The partnership with Alpine represents the first major project of this new initiative.
Gucci Racing will come to life through a dedicated logo combining the House’s iconic interlocking G with the new “Gucci Racing” wordmark. Today, Formula 1 represents an unparalleled global platform, capable of reaching a rapidly growing, increasingly young, international and premium audience across key markets. For Gucci, this means strengthening the brand’s desirability, visibility and cultural relevance on a scale few other platforms can offer. Gucci has always operated at the intersection of heritage, innovation and contemporary culture, and motorsport naturally fits within this vision. The partnership combines the bold creativity of the Italian fashion house with the engineering excellence and competitive ambition of one of Formula 1’s most dynamic teams.
The Alpine brand was founded in 1955 by Jean Rédélé, whose motorsport ambitions gave birth to a new generation of sports cars. This story is deeply connected to Renault’s Formula 1 heritage, with the French manufacturer having been present in the championship since 1977. With Alpine currently enjoying strong sporting momentum and drivers Pierre Gasly and Franco Colapinto delivering impressive performances this season, the collaboration also reflects Gucci’s ambition to reinforce its creative energy and global influence. The partnership will extend far beyond simple trackside branding: over the coming years, dedicated content, exclusive products, premium customer experiences and special activations will be developed with the aim of building a distinctive and high-impact platform.
Statements
Francesca Bellettini, President and CEO of Gucci: “This partnership with Alpine Formula One Team opens a new chapter: Gucci becomes the first luxury fashion house to serve as a Formula 1 title partner. It reflects our ambition and the role we want to play on this global stage.”
Luca de Meo: “Formula 1 has become one of the most powerful premium platforms in the world, capable of reaching more than 1.5 billion people every season.”
François Provost: “Formula 1 is one of the most dynamic and attractive platforms in global sport. For Renault Group, it represents a fundamental asset for Alpine’s growth.”
Flavio Briatore: “Partnering with a prestigious brand like Gucci as title partner of Alpine is something I am extremely proud of. This partnership demonstrates the growing momentum behind the team.”
Photo: BWT Alpine F1 Team
