Good as Gucci – Alpine Announce Luxury Fashion House as New Title Sponsor

Alpine have announced a new title sponsor for 2027, with luxury Italian fashion house Gucci confirmed to enter Formula 1 with the French owned outfit.

Gucci will replace Alpine’s incumbent title sponsor BWT, who’ve partnered the team since 2022. And will become the first luxury clothing label to partner an F1 team in this capacity.

The announcement confirmed a multi-year arrangement between the two, with the official team name also changing to ‘Gucci Racing Alpine F1 Team’ and the brand’s black and gold motifs to dominate the team’s presentation.

Alpine executive advisor Flavio Briatore is said to have spearheaded the deal, being no stranger to the fashion world having brought the Benetton label to F1 in the 1990s. As well as leading them to championship success.

“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,” said Briatore in the statement.

“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.

“The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula 1. With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team.

“I would like to thank Luca [de Meo] and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life.”

Luca de Meo, the former Renault CEO is now also in the top job at Kering – which is the parent company of Gucci, also added: “Formula 1 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.

“As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.”

While Gucci’s President and CEO Francesca Bellettini emphasised the pride in the prestigious Italian label becoming the first luxury fashion house to become a title sponsor in F1.

“This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One, said Bellettini.

“That reflects our ambition for the brand and the role we want Gucci to play on this stage. Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One Team is the right partner to bring this vision to life. Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.”

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Written by

Jawad Yaqub

An eCommerce Specialist by day and reporting on F1 by night. Jawad is passionate about motorsport, having provided accredited F1 coverage for more than a decade. Live blogging (almost) every grand prix too since 2014, as well as articles on the Supercars Championship. Also keen on sustainability, photography, collecting vinyl, (trying to) expertly barbeque and learning to Dad.

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