Alpine, the turning point could come from fashion: Gucci in pole position as title sponsor for 2027

Continuous revolution The Alpine team could be at a turning point, yet another, in its recent history. After the abandonment of the Renault power unit to become a Mercedes customer, after the many changes in top managerial roles that have taken place within the Enstone team in recent years, after the continuous rumors about possible buyers interested in controlling 24% of the team’s shares recently put up for sale by Otro Capital and which have attracted the attention of, among others, Toto Wolff and Christian Horner, the latest indiscretion concerns the title sponsor of the French-English team. In fact, the current agreement with BWT, an Austrian giant active in the field of water treatment systems, will expire at the end of 2026. For Flavio Briatore’s team, the hunt for a new sponsor would therefore begin and in pole position there would be none other than Gucci, an iconic global fashion brand associated with luxury, glamor and glitz. All elements that are certainly present in large quantities in Formula 1. Fashion and luxury in F1 According to the GPblog website, which reported the news, Gucci’s plan would be to exploit Formula 1 to further increase the popularity and visibility of its brand, especially in the United States and Europe. It’s unknown how much Gucci would be willing to spend for Alpine’s headline sponsorship. In any case, there is no doubt that a sponsorship of this magnitude would earn the French team tens of millions of dollars. A (downward) estimate could range between 30 and 60 million euros and would still place it in the mid-range of the grid compared to what is paid by other title sponsors such as Oracle, HP, Petronas, Mastercard and Aramco. When asked by GPblog the team did not seem to deny the possibility of this agreement: “The Alpine Formula One team is constantly looking for new partnership opportunities and is in contact with a wide range of brands and companies as potential partners – reported the team – the discussions, however, always remain confidential and are disclosed only after confirmation and agreement of all parties”. Click here to add Formula Passion as your favorite source on Google Discover: you will find our content more easily!

Automobile Magazine – F1 English News , 2026-05-12 22:27:45