The intersection of elite motorsport and high fashion just reached its highest gear yet. Following weeks of intensifying paddock rumors, Alpine has officially confirmed that Italian luxury powerhouse Gucci will become the team’s new title sponsor.
A Historic First for the F1 Grid
Beginning in the 2027 Formula 1 season, the team will officially rebrand and compete under the name Gucci Racing Alpine Formula One Team.
This multi-year deal marks an unprecedented moment in motorsport history: it is the first time a luxury fashion house has ever taken up a title sponsorship position for an F1 team. The landmark agreement brings an end to BWT’s five-year tenure as Alpine’s primary partner, completely retiring the team’s signature pink accents.
According to industry insiders, the blockbuster deal is estimated to be worth a staggering $55 million to $60 million per season, cementing it as one of the most commercially significant sponsorship shakeups on the modern grid.
Behind the Deal: The Benetton Nostalgia
The historic partnership was spearheaded by Alpine’s executive advisor, Flavio Briatore, alongside Luca de Meo (CEO of Alpine’s parent company, Renault, and former executive closely tied to Kering, the luxury conglomerate that owns Gucci).
For longtime F1 fans, Briatore’s involvement carries a major sense of deja vu. The flamboyant Italian advisor shot to F1 fame in the early 1990s when he managed the Benetton racing team subverting the sport’s traditional corporate aesthetic and guiding a young Michael Schumacher to his first two World Championships in 1994 and 1995.
“The Enstone Team has a history of doing things differently to others and has previously showed that fashion can finish first in Formula 1,” Briatore noted following the announcement.
What Changes for 2027?
The partnership extends far past a simple sticker on a chassis. Gucci has announced the simultaneous launch of Gucci Racing, described as an experiential platform combining high performance with luxury.
- The Livery: Alpine has declared the team will “compete in Gucci colors.” Expect a massive departure from their current Alpine-blue and BWT-pink design. Insiders point toward a sleek, dominant black and gold theme showcasing Gucci’s iconic interlocked “G” logo, though Alpine is reportedly fighting to retain small accents of their traditional French blue.
- The Gear: Gucci plans to design bespoke, high-end apparel for the entire team. This won’t just apply to casual paddock wear for drivers Pierre Gasly and Franco Colapinto; it will extend to custom high-performance apparel for the mechanics down in the pit lane.
High Fashion’s Fast-Paced Takeover
The luxury market is currently facing cooling global retail demands, prompting major brands to look outside traditional runways to capture younger, high-net-worth audiences.
With Formula One’s explosive global growth bolstered heavily by a younger, lifestyle-centric demographic the sport has become prime real estate for luxury houses. The Gucci-Alpine alliance follows right on the heels of luxury giant LVMH’s historic $100 million promotional deal signed with Formula 1 last year, highlighting an era where lap times and luxury trends are officially walking the same runway.
As Gucci CEO Francesca Bellettini put it: “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.”
