Gucci Could Be Alpine F1 Team’s Next Major Sponsor

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Summary

  • Gucci is in advanced discussions with the Alpine Formula One team regarding a major sponsorship agreement that could see the luxury house become a primary partner
  • The potential deal is reportedly being facilitated by Kering CEO Luca de Meo, who previously served as the head of Renault and was instrumental in elevating Alpine’s global profile through motorsport
  • If finalized, the partnership would likely begin after the 2026 season, potentially replacing current title sponsor BWT and shifting the team’s visual identity toward a luxury-focused aesthetic

Gucci is likely to become a major sponsor in Formula 1, potentially partnering with the Alpine racing team as soon as 2027. Reports suggest Gucci could become the team’s title sponsor or have its logo prominently displayed on the cars. With Formula 1’s growing global audience, the sport is becoming increasingly appealing to luxury brands like Gucci, offering a chance to reach millions of viewers each race weekend.

This partnership between the two companies is being driven by leadership at the very highest level. Luca de Meo, CEO of Kering, not only heads the luxury group but also has a strong connection to the racing team. He previously led Renault Group, the parent company of the team, and transformed it into a powerful marketing asset. His inside knowledge of racing now allows him to seamlessly integrate the fashion brand into the world of motorsports.

Trouble behind the scenes at the racing team is adding fuel to speculation about major changes. Sources say key advisor Flavio Briatore is becoming increasingly unhappy with the team’s current sponsor, BWT. Recent disagreements with the Austrian water company have led to rumors of a new sponsorship deal and a possible overhaul of the team’s iconic pink color scheme, potentially replaced by a logo-focused design.

The growing connection between high fashion and motorsports represents a major change in culture, with luxury brands now seeing race tracks as prime locations to showcase their designs. Companies like LVMH and Ferrari are already heavily involved, transforming race weekends into glamorous social events. Partnering with a prestigious luxury brand would significantly boost the team’s cultural standing. This move would also increase the team’s broader appeal by focusing on brand image and heritage instead of traditional corporate sponsorships.

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2026-05-19 11:58