Gucci to becomes Alpine title partner in 2027
Alpine will become known as Gucci Racing Alpine Formula One Team in 2027 after securing a new title partnership.
Gucci replaces current title partner BWT, with the deal seeing Alpine compete in the luxury fashion house’s colors from next season. The partnership results in the launch of the Gucci Racing brand, as it looks to reach new audiences through F1.
“This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in Formula 1,” Gucci president and CEO Francesca Bellettin said. “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 One 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.”
The deal brings Gucci owner Kering’s CEO Luca de Meo back to F1 in a capacity, having been Renault CEO from 2020-25. Alpine executive advisor Flavio Briatore also has links to the fashion industry from his time with United Colors of Benetton, and says the deal is an endorsement of Alpine’s trajectory, having improved from bottom of the constructors’ championship last year to sit fifth so far this season.
“Partnering with a prestigious brand of Gucci's caliber in Formula 1 as title partner of Alpine Formula One Team is something I am incredibly proud of,” Briatore said. “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.
“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, 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] for their trust and dedication in the project and helping make this partnership come to life.”
Chris Medland
While studying Sports Journalism at the University of Central Lancashire, Chris managed to talk his way into working at the British Grand Prix in 2008 and was retained for three years before joining ESPN F1 as Assistant Editor. After three further years at ESPN, a spell as F1 Editor at Crash Media Group was followed by the major task of launching F1i.com’s English-language website and running it as Editor. Present at every race since the start of 2014, he has continued building his freelance portfolio, working with international titles. As well as writing for RACER, his broadcast work includes television appearances on F1 TV and as a presenter and reporter on North America's live radio coverage on SiriusXM.
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