Gucci has been announced as title partner to the Alpine team from 2027, with the squad set to race under the name of Gucci Racing Alpine Formula One Team from the start of next season.
As part of the collaboration, the luxury fashion house is creating Gucci Racing, which they have stated will be “a new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport”.
The new era will also see the team compete in Gucci colours, marking a step away from their current blue and pink livery.
Alpine’s Executive Advisor Flavio Briatore said: “Partnering with a prestigious brand of Gucci’s calibre in Formula 1 as title partner of Alpine Formula One Team is something I am incredibly proud of.
“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. The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula 1.
“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 for their trust and dedication in the project and helping make this partnership come to life.”
Francesca Bellettini, President and Chief Executive Officer of Gucci, added: “This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as Title Partner in Formula 1.
“That reflects our ambition for the brand and the role we want Gucci to play on this stage. Formula 1 represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One 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.”
The news comes amid a good start to the 2026 season for Alpine, with the squad rising from the bottom of the standings in 2025 to currently sit fifth in the Teams’ Championship.
