the Italian luxury powerhouse Gucci is in advanced discussions to enter the sport as a title sponsor for the 2027 season.
The potential move represents a massive shift in F1’s “fashiontainment” landscape, signaling that the intersection of high-performance engineering and high-end luxury is becoming the sport’s new commercial frontline.
The Target: Alpine F1 Team
The most credible rumors link Gucci to the Alpine F1 Team. The French outfit, currently in its first season as a Mercedes customer team, is reportedly looking for a new title partner as its five-year agreement with the Austrian water-treatment company BWT concludes at the end of 2026.
- The Kering Connection: The deal is reportedly being facilitated by Kering, the luxury conglomerate that owns Gucci.
- Strategic Ties: Industry insiders point to the close relationship between Kering leadership and current Alpine figures like Flavio Briatore as a key catalyst for these high-level negotiations.
- The Gasly Factor: Alpine driver Pierre Gasly already serves as an ambassador for luxury brands like Givenchy, making the team a natural fit for a fashion-forward identity shift.
A New Aesthetic: From Pink to Red and Green?
If the deal is finalized, it would likely mean the end of the iconic “BWT Pink” livery that has defined the team’s visual identity since 2022. Instead, the grid could see the return of Gucci’s signature red and green stripes and the “intertwined G” logo.
While Alpine has officially declined to comment on the specific rumors, a spokesperson confirmed the team is in “constant contact with a wide range of brands” to explore new partnership opportunities.
Why F1? The Luxury Pivot
Gucci’s interest in F1 follows a broader trend of “quiet luxury” brands expanding into global sports. The brand recently deepened its footprint in tennis by naming world No. 1 Aryna Sabalenka as a brand ambassador, joining fellow ambassador Jannik Sinner.
| Brand | Team/Partner (2026 Season) |
| Louis Vuitton | Official Partner of the Monaco Grand Prix |
| Tommy Hilfiger | Official Clothing Sponsor for Cadillac F1 |
| Dior | Global Ambassador Lewis Hamilton |
| HUGO | Visa Cash App Racing Bulls |
With female representation in the F1 fanbase rising to 42% and nearly half of all fans now under the age of 35, luxury houses view the sport as a lucrative platform to reach a younger, more diverse audience. For Gucci, a title sponsorship would be more than just a sticker on a car it would be a statement that the future of F1 is as much about the runway as it is about the racetrac
