Alpine has confirmed a landmark title partnership with Gucci that will take effect in the 2027 Formula 1 season, with the team to compete as the Gucci Racing Alpine Formula One Team. The agreement represents the first time a luxury fashion house has fronted an F1 squad as title sponsor.
In parallel, Gucci is launching "Gucci Racing," a new division positioned as a business and experiential platform built around performance, precision, discipline and excellence at the intersection of luxury and sport. The unit will carry its own branding and logo.
Speculation about the alliance surfaced earlier this month. When asked at the time, Alpine said in a statement to PlanetF1.com: "Alpine Formula One Team is constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners," adding: "The discussions are however always kept confidential and they are disclosed only when confirmed and agreed by all parties."
Luca de Meo, appointed CEO of Gucci's parent company Kering in September 2025, welcomed the move. "Formula One has evolved far beyond sport to become one of the world's most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience. "As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact."
Alpine executive advisor Flavio Briatore hailed the tie-up: "Partnering with a prestigious brand of Gucci's calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of. "Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level."
He added: "The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One. "With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team. "I would like to thank Luca [de Meo] and Francesca [Bellettini, Gucci president and CEO] for their trust and dedication in the project and helping make this partnership come to life."
Alpine's current title sponsorship is with Austrian water treatment company BWT, a deal in place since 2022. Gucci and Alpine also share a corporate link through de Meo's role at Kering.
The Enstone-based team has fashion roots of its own, having previously raced as Benetton when owned by the clothing brand. Michael Schumacher won his first two drivers' titles with Benetton in 1994 and 1995, and the team secured the 1995 Constructors' Championship.
On track, Alpine sits fifth in the 2026 Constructors' standings after five rounds with 35 points.
Attention now turns to the remainder of Alpine's 2026 campaign and updates from both parties as preparations begin for the 2027 relaunch.
Source: planetf1.com