Gucci will step into Formula 1 as Alpine’s title partner from the 2027 season, with the team to compete as the Gucci Racing Alpine Formula One Team. The change, confirmed by Formula 1 on May 27, 2026, will bring a new visual identity in Gucci’s colors.
According to the announcement, Alpine will retire its familiar blue-and-pink look, closing the BWT-branded chapter, in favor of a Gucci-led design that goes beyond logo placement. Gucci is also introducing Gucci Racing, described as a business and experiential platform that blends high-end branding with motorsport performance.
In F1, a title partnership typically influences a team’s official name, communications and global presence. This arrangement signals a broad integration of Gucci into Alpine’s identity across the car, equipment and marketing.
The timing aligns with Alpine’s attempt to consolidate an on-track recovery after a difficult 2025. Formula 1 stated that the Enstone-based team climbed to fifth in the 2026 constructors’ standings after finishing last the previous year, with the partnership expected to strengthen Alpine’s global commercial profile while linking F1 performance with high fashion.
Alpine has raced under its current name since 2021, when Renault rebranded its works operation to promote the group’s sports-car marque. The project is the successor to Renault’s factory return in 2016, following the takeover of the then-Lotus outfit. While Alpine has achieved a race win and occasional podiums, recent years have also featured leadership changes and fluctuating competitiveness.
Ahead of the partnership, Alpine entered 2026 in a new technical phase. The team unveiled the A526 in January and began the season with a Mercedes power unit after stepping away from Renault’s Formula 1 power-unit program. Pierre Gasly and Franco Colapinto remained the driver line-up, while executive adviser Flavio Briatore and managing director Steve Nielsen were highlighted in leadership roles.
In the official announcement, Gucci president and chief executive officer Francesca Bellettini framed the alliance as a new chapter for the fashion house, with Gucci positioned as the first luxury fashion brand to hold a title partnership in Formula 1. She tied the sport’s mix of performance, culture and global reach to Gucci’s ambitions, presenting Gucci Racing as an expression of the brand’s direction rather than a conventional sponsorship.
Alpine executive adviser Flavio Briatore expressed pride in welcoming a brand of Gucci’s stature as title partner. He emphasized the team’s willingness to do things differently and its history of showing that fashion has a place in Formula 1—an approach that echoes his past connections with teams known for strong commercial identities, including Benetton. He also pointed to improved form and the best start to a season in Alpine’s history as momentum for the project.
Gucci’s arrival signals the end of Alpine’s current blue-and-pink identity and the transition to a new luxury-driven look from 2027. The rebrand underlines Formula 1’s expanding cultural footprint and the appeal of its global audience to non-endemic partners.
What to watch next: the first Gucci-inspired livery and full brand rollout ahead of 2027, details of Gucci Racing’s activations, and Alpine’s ongoing competitive progress through the remainder of the 2026 season.
Source: karlobag.eu