PARIS, 28 May 2026 — Gucci has been announced as the new title partner of Alpine Formula One Team from the 2027 Formula 1 season, marking the first time a luxury fashion house will serve as a title partner in the sport.
Beginning next season, the team will compete under the name Gucci Racing Alpine Formula One Team, alongside a complete livery transformation featuring Gucci’s signature colour scheme.
The partnership also introduces Gucci Racing, described by the luxury brand as “a new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport.”
Luxury Fashion Expands Deeper Into Formula 1
The collaboration reflects Formula 1’s growing appeal among luxury and lifestyle brands, as the sport continues to expand its global audience and commercial influence.
Alpine Executive Advisor Flavio Briatore said the partnership signals growing momentum behind the team.
“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,” Briatore said.
“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.”
He added that Alpine has a history of “doing things differently” and noted the team’s improved on-track performance this season.
“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,” he said.
Gucci Positions Brand at Intersection of Luxury and Sport
Francesca Bellettini, President and CEO of Gucci, described the deal as a major milestone for the brand.
“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,” she said.
“That reflects our ambition for the brand and the role we want Gucci to play on this stage.”
Bellettini added that Formula 1 now represents “a unique convergence of performance, culture, and global reach,” making Alpine the right partner to bring Gucci’s 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,” she said.
Alpine Building Momentum in 2026
The announcement comes during a stronger campaign for Alpine, which has climbed from the bottom of the standings in 2025 to currently sit fifth in the Teams’ Championship.
The partnership also reinforces the broader commercial evolution of Formula 1, where fashion, entertainment and technology brands are increasingly using the sport as a global marketing platform.
