Gucci has been announced as the title partner of the Alpine Formula 1 Team beginning in 2027, with the outfit set to compete as the Gucci Racing Alpine Formula One Team from next season. As part of the landmark collaboration, Gucci will launch Gucci Racing, described as a new business and experiential platform rooted in performance, precision, discipline, and excellence at the intersection of luxury and elite motorsport. The partnership also ushers in a full visual identity shift, with Alpine set to race in Gucci branding and colors, marking a departure from its traditional blue and pink livery.
Alpine Executive Advisor Flavio Briatore called the partnership a defining moment for the organization, highlighting Gucci’s global stature and the opportunity to further distinguish the Enstone-based team through a fusion of fashion and Formula 1. He emphasized the team’s upward trajectory on track, noting its strongest early-season points total in recent history and the growing momentum behind the project.
Gucci CEO Francesca Bellettini framed the agreement as a historic milestone, stating that Gucci becomes the first luxury fashion house to serve as a title partner in Formula 1. She underscored the shared ambition between both brands, positioning Formula 1 as a global platform where performance, culture, and innovation converge, and described Gucci Racing as a long-term expression of the brand’s evolution on the world stage.
The announcement arrives during a notable resurgence for Alpine, which has climbed from the bottom of the 2025 Constructors’ standings to fifth in the current season, signaling renewed competitiveness ahead of its next era under a landmark luxury partnership.
