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.
Why this is a first for Formula One
While fashion and F1 have collaborated before from team apparel deals to paddock activations Gucci’s move is different in scale:
- It is the first luxury fashion house to serve as a full title partnerof a Formula One team.
- The partnership rebrands the team name itself, positioning Gucci on equal footing with automotive and tech sponsors that have historically dominated the space.
- It comes at a time when F1 is pushing deeper into pop culture, streaming and lifestyle, making a luxury fashion house a strategically logical if still bold fit.
Gucci President and CEO Francesca Bellettini called the deal “a new chapter” for the house, emphasising pride in being the first luxury fashion brand to hold such a role in the sport.
What’s in it for Alpine and Gucci
For Alpine, the partnership:
- Replaces BWT with a ** globally recognised luxury name**, enhancing the team’s visibility beyond core motorsport circles.
- Brings access to Gucci’s design, storytelling and experiential capabilities, which can elevate everything from hospitality to social content.
For Gucci, the tie up:
- Locks in a year round, global visibility platformspanning more than 20 races on multiple continents.
- Aligns the brand with themes of innovation, speed and high performance, complementing its fashion narrative with a technological edge.
- Creates new opportunities for product, content and experiential crossoversaimed at younger, F1 engaged luxury consumers.
As “luxury takes the grid”, Gucci Racing Alpine F1 stands to become one of the clearest examples yet of how sport, entertainment and luxury branding are converging at the very top end of the market.
