Gucci will become the title sponsor of Renault's Alpine Formula One team, which will race as the "Gucci Racing Alpine Formula One Team" from the 2027 season onward [1, 2, 3, 4]. The team will adopt Gucci's signature red, green, black, and gold colors, replacing Alpine's current blue and BWT's pink branding [3, 4].
The deal will end Alpine's partnership with Austrian water treatment company BWT, which currently holds the title sponsorship [3, 4]. Financial terms of Gucci's sponsorship have not been disclosed [1, 2, 3]. Gucci is the first luxury fashion brand to lend its name to an F1 racing team [1, 2, 3].
This partnership is part of Gucci's new Racing business and experiential platform, designed to combine luxury with sport values like performance and discipline [1, 2, 3]. Alpine is led by Team Principal Flavio Briatore, who has a close relationship with Luca de Meo, CEO of Gucci's parent company, Kering [1, 2, 3]. Briatore said he feels "incredibly proud to partner with such a prestigious brand in F1 and become the title sponsor of the Alpine F1 team" [3].
Alpine's current 2026 season has been strong, with an upgraded Mercedes engine helping the team reach fifth place in the constructors' standings [3, 4]. Its drivers Pierre Gasly and Franco Colapinto rank eighth and eleventh, respectively, in the driver standings [3, 4]. Alpine has a history of fashion partnerships too, including with Benetton between 1986 and 2001 [4].
Gucci's entry into F1 follows a trend of luxury brands investing in the sport, seen since the 2024 multi-year deal announced between Formula 1 and French luxury group LVMH, valued at over $100 million [1, 2, 3].
The new Gucci Racing Alpine Formula One Team branding and sponsorship will take effect from the 2027 season.
