Alpine F1 has unveiled a headline-grabbing commercial shake-up, confirming that luxury fashion powerhouse Gucci will become its new title partner from the 2027 Formula 1 season in a multi-year deal reportedly worth $55 – 60 million annually.
The move will bring an end to BWT’s five-year run as the team’s title sponsor and usher in a dramatic new identity for the Enstone-based squad, which will officially compete under the name “Gucci Racing Alpine Formula One Team”.
In a bold stylistic pivot, Alpine has also confirmed that it will race in Gucci’s colours from 2027, marking one of the most high-profile fashion integrations the sport has ever seen.
The partnership also launches a new “Gucci Racing” platform, described by the team as a combined business and experiential venture aimed at merging performance with luxury branding on a global stage.
The announcement arrives during an encouraging period for Alpine, which has already scored 35 points in the opening five rounds of the current season – surpassing last year’s total – hinting at momentum both on and off the track.
‘A new chapter’ for both team and sponsor
Gucci leadership framed the deal as a landmark moment for both the brand and the sport, with CEO Francesca Bellettini highlighting the unprecedented nature of the collaboration.
“This partnership with Alpine F1 Teams writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in F1,” said Gucci CEO Francesca Bellettini.
“That reflects our ambition for the brand and the role we want Gucci to play on this stage. F1 represents today a unique convergence of performance, culture, and global reach, and Alpine F1 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.”
Notably, former Renault CEO Luca de Meo – once a key figure within Alpine’s broader corporate ecosystem – is now chief executive officer of Kering, Gucci’s parent company, adding an intriguing layer of continuity between the automotive and fashion giants behind the deal.
Briatore: ‘Fashion can finish first in F1’
Alpine executive advisor Flavio Briatore, who cut his teeth in F1 back in the day blending Benetton’s commercial flair with Grand Prix racing’s sporting ambitions, praised the partnership as a defining statement of intent for the team’s future direction.
“Partnering with a prestigious brand of Gucci’s calibre in F1 as title partner of Alpine F1 Team is something I am incredibly proud of,” said the Italian.
“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.
Kering CEO Luca de Meo with Flavio Briatore.
“The Enstone team has a history of doing things differently to others and has previously shown that fashion can finish first in F1.
“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.”
With Alpine preparing to shed its BWT pink era and step into Gucci’s fashion-forward vision, Formula 1 is set for one of its most visually striking identity shifts yet – where the runway and the racetrack become one and the same.
Read also: Gasly in the points, but still puzzled by Alpine performance loss
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