Gucci will become the title partner of the Alpine Formula One team starting with the 2027 season [1].
This partnership signals a deeper integration of high fashion into the technical world of motorsport. By securing a title sponsorship, Gucci leverages the global reach of Formula 1 to attract new demographics, while Alpine secures a high-profile replacement for its current sponsor, BWT.
The luxury brand will oversee a complete rebranding of the outfit, which will compete as the Gucci Racing Alpine Formula One Team [2]. This change extends beyond the team name to the visual identity of the cars. The vehicles will race in Gucci colors, replacing the existing livery provided by BWT [2], [3].
Gucci said the move is designed to reach new audiences through the expansive platform that Formula 1 provides [4]. The deal allows the Italian fashion house to embed its branding into a sport known for its prestige and global viewership.
For Alpine, the transition occurs as the team seeks a fresh identity and financial backing following the conclusion of its contract with BWT [4]. The team, formerly associated with Renault, continues to compete globally in the FIA Formula One World Championship [1].
The partnership is scheduled to officially begin in 2027 [1]. Until that time, the team will continue to operate under its current sponsorship agreements. The announcement of the deal was made on Wednesday, May 27, 2026 [1].
“The vehicles will race in Gucci colors, replacing the existing livery provided by BWT.”
The entry of a luxury powerhouse like Gucci as a title sponsor reflects a broader trend of 'sportainment,' where Formula 1 is increasingly viewed as a lifestyle and fashion runway rather than just a technical competition. For Alpine, the rebranding is a strategic pivot to align with luxury prestige to improve its commercial appeal and brand positioning on the global stage.
