Gucci arrives in F1: it will be Alpine’s title partner from 2027

The agreement between Alpine and Gucci is official. Fashion takes to the runway thanks to Alpine. Starting from the 2027 season, Flavio Briatore’s team will have Gucci as title sponsor and will race with the official name of “Gucci Racing Alpine Formula One Team”, showing off the black-gold colors of the brand. The Florence-based fashion house announced it a few minutes ago. It is the first time that a luxury fashion brand has become the title sponsor of an F1 team. The collaboration, which we anticipated two weeks ago, will fall within the scope of Gucci Racing, which will be “a new commercial and experiential platform built around the values ​​of performance, precision, discipline and excellence, at the meeting point between luxury and sport”. Alpine therefore bids farewell to the pink brought by the current title sponsor BWT: the current agreement with the Austrian giant active in the field of water treatment systems will expire at the end of 2026. “The partnership with Alpine inaugurates a new chapter in our history: Gucci is the first luxury fashion brand to become Title Partner in Formula 1“, this is the comment of the president and CEO Francesca Bellettini. “This reflects our ambition and the role we want to play on this stage. With an unprecedented global reach, Formula 1 is today a unique crossroads between performance and culture – and Alpine is the right partner to bring this vision to life. Gucci Racing is much more than a presence on the track: it is an expression of who we are and where we want to take the brand. And there is much more to come. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.” “Having a brand of the caliber of Gucci as Title Partner of the Alpine Formula One Team is something I am enormously proud of,” added Alpine Executive Advisor Flavio Briatore. “But that’s not all: I’m equally excited about the possibilities this collaboration brings and the great things we can achieve together on a global level. The Enstone team has a history of making outside-the-box choices, and has already proven that fashion can come first in Formula 1. With ever-improving on-track performance and the best start to the season ever for Alpine, this collaboration with Gucci is proof of the team’s growing momentum.”

Automobile Magazine – F1 English News , 2026-05-27 22:45:00