Overview
- Gucci and Alpine announced Wednesday, May 27 that Gucci will be Alpine’s title partner and the team will race as the Gucci Racing Alpine Formula One Team starting in the 2027 season.
- The deal creates a new Gucci Racing platform with a dedicated logo and makes Gucci responsible for the team’s official apparel and the next car livery, which is reported to switch to black and gold.
- The agreement is described as a multi-year partnership that replaces BWT as Alpine’s principal sponsor while financial terms were not disclosed.
- Kering CEO Luca de Meo and Gucci executives framed the move as part of a plan to boost Gucci’s commercial momentum by tapping F1’s large, younger and more female audience, a selling point cited by Alpine leadership including Flavio Briatore.
- The partnership reflects a wider trend of luxury houses entering Formula 1 as a lifestyle platform and suggests deeper commercial moves such as branded products, events, and expanded marketing tied to the sport.