Overview
- Alpine confirmed on Wednesday that Gucci will be its multi‑year title partner and that the team will compete as the Gucci Racing Alpine Formula One Team starting in the 2027 season.
- Officials did not disclose money terms but multiple paddock outlets estimate the deal at about $50–60 million per year and say it could exceed $150 million with incentives over at least three seasons.
- The team will adopt Gucci’s colours and a black‑and‑gold livery for 2027, with Alpine seeking to retain some of its own blue identity during the visual transition.
- Former Renault executive Luca de Meo, now Kering CEO, helped facilitate the agreement and Alpine advisor Flavio Briatore publicly endorsed the partnership as a global growth opportunity.
- The deal formalises a wider trend of luxury brands using Formula 1 to reach younger and more female audiences, and Gucci Racing will activate the tie‑up through bespoke products, content and high‑end hospitality that go beyond trackside logos.