Gucci will enter Formula 1 as title partner of Alpine Formula 1 Team from 2027, placing the Italian fashion house at the front of one of the sport’s most visible teams. The agreement will rename the French squad Gucci Racing Alpine Formula 1 Team and replace BWT as title sponsor. The move gives Gucci a primary role inside Formula 1 and marks the first time a luxury fashion house takes title partner status with a constructor.
NEWS
The partnership arrives as Formula 1 continues to expand its cultural reach across fashion, entertainment, and global media. Gucci will use the agreement to launch Gucci Racing, a new business and experiential platform built around performance, precision, discipline, and excellence.
View this post on Instagram
Industry estimates place the multi-year agreement between $50 million and $60 million per season. That investment positions Gucci inside one of sport’s most powerful international platforms at a moment when fashion brands continue to look toward live experiences, global broadcast audiences, and high-visibility events. Formula 1 offers all three, with race weekends now operating across sport, celebrity, sponsorship, and luxury hospitality.
Reports credit Kering CEO Luca de Meo and Alpine executive advisor Flavio Briatore as key figures behind the deal. De Meo previously led Renault Group and played an important role in building Alpine’s racing profile. Briatore brings his own history with fashion and Formula 1 after guiding Benetton to championship success in the 1990s.
Gucci will also change the visual identity of the team. Alpine will move away from its current blue and pink livery, while early details point to a new color direction connected to Gucci. The team intends to keep a touch of Alpine blue, with black, red, green, gold, and the interlocking G logo expected to shape the 2027 presentation. The fashion house will also create apparel for the team, including off-track paddock clothing and performance gear for drivers and mechanics.
Flavio Briatore called the partnership a source of pride and pointed to Alpine’s history of taking a different approach inside Formula 1. He also connected the announcement to the team’s improved form, after Alpine moved from the bottom of the standings in 2025 to fifth in the Teams’ Championship during the start of the 2026 season.
Francesca Bellettini, President and Chief Executive Officer of Gucci, described the agreement as a new chapter for the brand. She framed Formula 1 as a meeting point for performance, culture, and global reach, with Alpine as the partner chosen to carry that ambition. Bellettini also positioned Gucci Racing as a clear expression of where the brand wants to go next, with more activity planned around the platform.
Gucci doint anything but making good clothes again lol 😂