Gucci To Become Alpine F1 Team Title Sponsor From 2027 Season
Gucci becomes Alpine F1 title sponsor from 2027, reshaping team identity.
Formula 1 is set to witness a major crossover between motorsport and luxury fashion as Gucci has announced a landmark partnership with the Alpine F1 Team. Beginning from the 2027 season, Gucci will become the title sponsor of the team, marking one of the most high-profile brand collaborations in recent Formula 1 history. Under the agreement, the team will compete under the name “Gucci Racing Alpine Formula One Team,” signalling a new commercial and branding direction.
The partnership represents a significant shift in Formula 1’s sponsorship landscape, as Gucci becomes the first luxury fashion house to hold a title sponsorship role with an F1 team. The collaboration reflects the sport’s growing global appeal and its increasing alignment with premium lifestyle and fashion brands. Both parties have described the deal as a long-term strategic move aimed at combining performance engineering with luxury design and innovation.
As part of the agreement, the Alpine F1 Team will undergo a complete visual transformation from 2027 onwards. The team is expected to adopt Gucci-inspired livery, replacing its current blue and pink colour scheme associated with existing sponsor BWT. This change will mark a new era for Alpine, both on and off the track, as it transitions into a refreshed identity under the Gucci Racing banner.
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Gucci has also announced the launch of a new initiative called “Gucci Racing,” which will serve as a platform to merge luxury fashion with motorsport culture. The project is expected to focus on themes such as precision, performance, discipline, and innovation, while also creating fan experiences that connect fashion audiences with the high-speed world of Formula 1. The move highlights the brand’s effort to expand deeper into global sports entertainment.
The timing of the announcement comes as Alpine F1 Team shows signs of competitive improvement in the ongoing 2026 season. After a challenging previous year, the team has reportedly made progress in performance and currently holds a mid-table position in the championship standings. Team advisor Flavio Briatore has suggested that the partnership reflects growing momentum within the organisation and its long-term ambitions in Formula 1.
Overall, the Gucci-Alpine partnership is being viewed as one of the most significant commercial developments in modern Formula 1. It reinforces the sport’s evolution into a global platform for luxury branding, while also positioning Alpine for a new identity heading into the 2027 season. With the introduction of Gucci Racing, the collaboration is expected to reshape both the team’s image and its presence in the sport’s global fanbase.
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