A historic paradigm shift is on the horizon at the pinnacle of motorsport. Italian luxury fashion house Gucci has officially announced that it will become the title partner of the Alpine Formula One Team starting from the 2027 season (27 May 2026). This landmark agreement marks the first time in history that a haute couture brand will serve as the title sponsor of a Formula 1 team.
A Historic First for Haute Couture and Motorsport
Beginning with the 2027 FIA Formula One World Championship, the Enstone-based squad will compete under the banner of the ‘Gucci Racing Alpine Formula One Team.’ This new era will see a dramatic visual transformation, as the team will step away from its current blue and pink livery to race in official Gucci colors.
The partnership is anchored by a dedicated logo, featuring the House’s iconic interlocking G alongside the newly minted Gucci Racing wordmark, ensuring a commanding aesthetic presence both on and off the track.
Introducing the ‘Gucci Racing’ Experiential Platform
This collaboration extends far beyond traditional trackside branding. It introduces “Gucci Racing”—a highly curated business and experiential platform built around the shared values of performance, precision, discipline, and excellence at the intersection of luxury and sport.
As Francesca Bellettini, President and Chief Executive Officer of Gucci, states, “Formula 1 represents today a unique convergence of performance, culture, and global reach.” Reaching over 1.5 billion people each season, F1 has evolved into one of the world’s most powerful premium content platforms, attracting a rapidly expanding, younger, and increasingly diverse audience. Gucci Racing aims to capitalize on this by activating a range of initiatives over the coming seasons, moving seamlessly from exclusive products to high-end client experiences.
Alpine’s Resurgence Meets Gucci’s Ambition
Rooted in the motorsport heritage of the Renault Group, Alpine—founded in 1955 by Jean Rédélé—is a brand built on advanced performance. The timing of this partnership aligns perfectly with the team’s current upward trajectory. Following a challenging 2025, Alpine has shown remarkable improvement in the 2026 season, currently holding a strong fifth position in the Constructors’ Championship with growing momentum.
Flavio Briatore, Executive Advisor of the Alpine Formula One Team, expressed his pride in the collaboration: “The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula 1. With the improved performance on track, this new collaboration with Gucci shows the growing momentum behind the team.”
Gucci has consistently operated at the crossroads of heritage, innovation, and contemporary culture. By joining forces with the engineering excellence and competitive drive of Alpine, the 2027 grid will undoubtedly be elevated to a new echelon of luxury and prestige.
