Gucci will become title partner of the Alpine Formula One Team from the 2027 season, with the squad rebranding as “Gucci Racing Alpine Formula One Team” and racing in Gucci colours. This is the first time a luxury fashion house has taken title partner status with an F1 constructor, signalling how tightly elite motorsport and luxury fashion are now intertwined.
What the deal actually means
From the start of the 2027 FIA Formula One World Championship, Alpine’s current title sponsorship with BWT will conclude and the team will compete under its new name, Gucci Racing Alpine Formula One Team. The partnership includes:
A new livery in Gucci colours, moving away from Alpine’s current blue and pink palette. Prominent Gucci brandingon the cars, teamwear, hospitality environments, and across digital and global campaigns. A multi year agreementthat industry reports estimate at USD 50–60 million per season, though financial terms have not been…
officially disclosed. The team will still be known as Alpine for championship entry purposes, but on the grid and in broadcast it will carry the Gucci Racing Alpine F1 identity.
Gucci Racing: a new platform at the luxury sport intersection As part of the announcement, Gucci is launching Gucci Racing, described as a new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport.
The platform is expected to include: Apparel and accessoriesfor drivers, mechanics and team staff from paddock tailoring to technical outerwear. Fan facing collectionsand capsules tied to race weekends and key markets. Trackside and off track experiences, blending F1 hospitality with Gucci’s event and retail worlds.
In practice, Gucci Racing gives the house a framework to speak not just to its traditional luxury client, but to the global, digitally native F1 audience that has grown rapidly in recent years…
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