Gucci Enters Formula 1 as Alpine’s New Title Sponsor

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Summary

  • Gucci will be a major sponsor in Formula 1, becoming the title sponsor of the Alpine F1 Team starting in 2027 as part of a long-term agreement.

  • The team is changing its name to “Gucci Racing Alpine Formula One Team,” making it the first Formula One team to be officially partnered with a luxury fashion brand as a main sponsor.

  • The Italian company will be the new main sponsor of the team, taking over from BWT. Experts believe this deal is worth between $50 and $60 million each year.

The worlds of high fashion and Formula 1 racing have collided in a groundbreaking partnership. Gucci, the renowned Italian luxury brand, will become the title sponsor of the Alpine F1 Team starting in 2027. This marks the first time a luxury clothing company will be the main sponsor of a Formula 1 team, with the team officially becoming known as “Gucci Racing Alpine Formula One Team.” Gucci takes over from BWT as the primary sponsor in this historic deal.

Formula 1 is becoming increasingly popular worldwide, and high-end fashion brands are eager to be involved. Gucci is going beyond simple sponsorship with Alpine, becoming deeply integrated with the team. The deal is estimated to be worth between $50 and $60 million per year. This partnership will launch “Gucci Racing,” a new initiative that combines the excitement of racing with Gucci’s signature style, precision, and luxury experience.

This partnership comes from strong connections within both industries. Kering CEO Luca de Meo, formerly of Renault Group and key to boosting Alpine’s racing presence, and Alpine advisor Flavio Briatore were major forces behind the deal. Briatore has a long history of successfully combining fashion and motorsport, famously leading the Benetton fashion brand to success in Formula 1 during the 1990s.

The Alpine Formula 1 team is getting a major visual makeover. While they’ll keep some of their traditional blue color, early previews show the 2027 cars will have a sleek black design with Gucci’s famous red and green stripes and a gold “G” logo. Gucci is also creating custom clothing for the entire team, including fashionable casual wear and specialized gear for the mechanics and drivers.

With luxury spending changing around the world, events like Formula 1 are now prime opportunities for established brands to reach a global audience. Gucci’s official entry into F1 with its racing team promises to make the 2027 season a particularly fashionable moment for the sport.

 

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2026-05-27 16:56