Overview
- Gucci and Renault’s Alpine confirmed on Wednesday, May 27 that the team will race as the Gucci Racing Alpine Formula One Team starting in the 2027 season.
- The partnership will form 'Gucci Racing', which Gucci describes as an experiential business platform built around performance, precision, discipline and excellence.
- No financial terms were disclosed, and Gucci said it is the first luxury fashion house to lend its name to an F1 team; Alpine executive advisor Flavio Briatore publicly praised the deal.
- Visual and merchandise changes for 2027 are expected, with some outlets reporting Gucci colours and logos on car covers and kit, though parties have not formally released a final livery.
- The deal follows a wider trend of luxury groups using Formula 1 to reach younger and more diverse audiences, and it arrives as Alpine’s current sponsor BWT is set to leave after 2026.