Gucci lands in F1: will be title partner of Alpine from 2027

Official agreement between Alpine and Gucci

Fashion hits the track thanks to Alpine. Flavio Briatore’s team, starting from the 2027 season, will have Gucci as title sponsor and will race under the official name “Gucci Racing Alpine Formula One Team“, sporting the black and gold colors of the brand. This was announced a few minutes ago by the fashion house based in Florence.

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It is the first time that a luxury fashion brand becomes the title sponsor of an F1 team. The collaboration, which we had already anticipated two weeks ago, will be part of Gucci Racing, which will be “a new business and experiential platform built around the values of performance, precision, discipline, and excellence, at the intersection of luxury and sport“. Alpine thus says goodbye to the pink brought by the current title sponsor BWT: the current agreement with the Austrian giant active in water treatment systems will expire at the end of 2026.

“The partnership with Alpine opens a new chapter in our history: Gucci is the first luxury fashion brand to become a Title Partner in Formula 1“, said 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 Gucci’s caliber 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 am equally excited about the possibilities this collaboration brings and the great achievements we can reach together globally. The Enstone team has a history of unconventional choices, and has already shown that fashion can come first in Formula 1. With constantly improving on-track performance and Alpine’s best season start ever, this collaboration with Gucci is proof of the team’s growing momentum“.

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