Overview
- Gucci and Alpine confirmed on Wednesday that the team will race from 2027 as the Gucci Racing Alpine Formula One Team under a multi‑year title partnership.
- The cars, team kit and paddock identity will switch from Alpine’s blue and BWT pink to Gucci’s signature palette of red, green, black and gold.
- Financial terms were not disclosed by the companies, though several media outlets estimate the sponsorship could be roughly $50–60 million a season.
- Gucci says the tie-up launches a broader Gucci Racing business and experiential platform that will link on‑track branding with product, client events and hospitality.
- The move follows Alpine’s stronger start to 2026, strengthens ties between Alpine and Gucci parent Kering, and continues a wider trend of luxury brands entering Formula 1.