Alpine Announces Gucci as New 2027 Title Sponsor
Luxury fashion giant steps into Formula 1 with bold new partnership.
Alpine F1 team have signed a statement deal and will be known as Gucci Alpine Racing next year after signing with the luxury company.
The French team have had the Austrian water treatment company BWT as title sponsor since 2022, but announced a collaboration with Gucci on Wednesday.
Alpine have become synonymous with BWT’s pink-and-blue paint scheme but will switch to Gucci colours next year.
Gucci-Alpine partnership “writes a new chapter”
Gucci have never been involved in Formula 1 before, and former Alpine CEO Luca de Meo, who now runs Gucci’s parent company Kering, was vital to the deal’s completion.
The Italian brand is eager to be the first in the luxury fashion space to serve as a title sponsor of an F1 team.
Francesca Bellettini, president and chief executive officer of Gucci, explained that their arrival is about more than just a logo on the F1 grid.
He said: “This partnership with Alpine Formula 1 Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in Formula 1.
“That reflects our ambition for the brand and the role we want Gucci to play on this stage.
“Formula 1 represents today a unique convergence of performance, culture, and global reach, and Alpine Formula 1 Team is the right partner to bring this vision to life.
“Gucci Racing is more than a presence on the grid: 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.”
Gucci’s cash injection coincides with Alpine’s superb start to the 2026 season as they sit fifth in the Constructors’ Championship.
Alpine need to consolidate fifth place
Fifth place in the Constructors’ Championship would represent a significant step forward after Alpine ended up last a year ago.
They have two reliable drivers with an experienced Gasly and an inspired Colapinto after the road show in Buenos Aires.
They also have added financial muscle from Colapinto’s South American sponsors, aiding the team’s push to the top.
