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Gucci will become Alpine’s title partner from 2027, with the team set to race as Gucci Racing Alpine Formula One Team in a major luxury-F1 crossover.
Alpine are teaming up with Gucci from 2027 (X)
Formula 1 is about to get a serious luxury makeover.
Italian fashion giant Gucci has officially been announced as the title partner of Alpine from the 2027 F1 season, with the Enstone-based squad set to race under the new name: Gucci Racing Alpine Formula One Team.
The landmark agreement marks the first time a luxury fashion house has become a title sponsor in Formula 1.
GUCCI RACINGGucci and Alpine join forces in a new Formula One partnership, with the team set to race as ‘Gucci Racing Alpine Formula One Team’ from the 2027 FIA Formula One World Championship. The collaboration introduces Gucci Racing, a new business and experiential… pic.twitter.com/C7ibZFZ2H6
— gucci (@gucci) May 27, 2026
As part of the partnership, Gucci will also launch “Gucci Racing,” described by the brand 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 collaboration will also trigger a complete visual reset for Alpine.
The team is expected to move away from the blue-and-pink identity associated with long-time sponsor BWT, with Gucci-inspired colours and branding set to define the team’s next era on the grid.
The deal officially ends BWT’s five-year run as Alpine’s title sponsor and signals a bold new direction for the French outfit, both commercially and aesthetically.
Alpine Executive Advisor Flavio Briatore called the agreement a major moment for the team.
“Partnering with a prestigious brand of Gucci’s calibre in Formula 1 as title partner of Alpine Formula One Team is something I am incredibly proud of,” Briatore said.
“Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level.
“The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula 1.”
Gucci CEO Francesca Bellettini echoed those ambitions while highlighting Formula 1’s rapidly expanding global appeal.
“This partnership with Alpine F1 Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in F1,” Bellettini said.
“That reflects our ambition for the brand and the role we want Gucci to play on this stage.
“F1 represents today a unique convergence of performance, culture, and global reach, and Alpine F1 Team is the right partner to bring this vision to life.”
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