Gucci will become the title partner of the Alpine F1 Team starting in the 2027 season [1].
The partnership signals a strategic shift for the Renault-owned team as it moves away from industrial sponsorship toward the luxury sector. This transition allows Alpine to align its brand with high-fashion prestige while Gucci seeks a high-visibility platform to expand its global reach.
The Italian luxury fashion brand is set to replace BWT, a water-treatment company that has served as the title sponsor since 2022 [1]. The agreement ensures that Alpine has a long-term partner in place following the conclusion of the BWT contract.
Gucci intends to use the partnership to launch a dedicated "Gucci Racing" brand [2]. By entering the Formula 1 grid, the fashion house aims to engage new audiences and integrate its aesthetic into the high-performance world of motorsport [2].
Based in Enstone, United Kingdom, the Alpine team will undergo a visual transformation to reflect the new sponsorship [1]. The deal will influence the team's livery and branding across its Formula 1 entry starting in 2027 [1].
This move follows a broader trend of luxury brands seeking entry into the sport to capture a younger, affluent demographic. The partnership represents a significant commercial evolution for the Enstone-based squad as it prepares for the next era of the sport [3].
“Gucci will become the title partner of the Alpine F1 Team starting in the 2027 season.”
The shift from a water-treatment sponsor to a luxury fashion house reflects the changing commercial landscape of Formula 1. As the sport's popularity grows in the U.S. and among younger audiences, teams are pivoting toward lifestyle and luxury partnerships to increase their brand equity beyond traditional automotive and industrial sectors.
