Gucci will become the title sponsor of the Alpine Formula 1 team starting with the 2027 season [1].
The partnership marks a significant intersection of high fashion and elite motorsport. By aligning with a global racing grid, Gucci aims to increase its brand visibility while providing Alpine with a prestigious new partner following the conclusion of the team's contract with BWT [3, 4].
Under the terms of the agreement, the team will be officially renamed the Gucci Racing Alpine Formula One Team [1, 2]. This rebranding will be reflected across the team's entry on the global Formula 1 grid [2].
The move follows a broader trend of luxury brands seeking authentic ties to high-performance engineering and speed. For Alpine, the transition to a fashion-forward title sponsor represents a strategic shift in its commercial identity as it prepares for the 2027 season [1, 5].
While the specific financial details of the deal were not disclosed, the partnership is designed to leverage the global reach of both the Italian fashion house and the Alpine racing operation [3, 4]. The collaboration will integrate Gucci's luxury aesthetic with the technical environment of the F1 paddock, a move intended to attract a wider, more diverse audience to the sport [3].
“Gucci will become the title sponsor of the Alpine Formula 1 team starting with the 2027 season.”
This partnership signals a shift in Formula 1 sponsorship trends, moving from traditional industrial and technical partners toward lifestyle and luxury conglomerates. For Alpine, securing a global brand like Gucci ensures financial stability and a refreshed public image after the BWT era, while Gucci gains a high-visibility platform to reach an affluent, international demographic through the sport's expanding global footprint.
