Gucci joins Formula 1 as Alpine announce major title sponsorship change for 2027

As reported by GPblog and confirmed today, Gucci will replace BWT as the title partner of the Alpine Formula One team. Gucci also announced the launch of Gucci Racing, "a new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport."

This partnership adds to the many luxury brands working in Formula 1. Last year, a 10-year partnership with the LVMH conglomerate was signed. Gucci now joins Louis Vuitton as another fashion house on the grid. This partnership will mark the first time in F1 history that a fashion house has served as the title sponsor of a team.

In the partnership announcement, President and Chief Executive Officer of Gucci, Francesca Bellettini, said, “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 One. That reflects our ambition for the brand and the role we want Gucci to play on this stage."

Luca de Meo, Chief Executive Officer of Kering, said, “Formula One has evolved far beyond sport to become one of the world's most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience. As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.”

Flavio Briatore added, “Partnering with a prestigious brand of Gucci's calibre in Formula One 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.

Gucci is not the only addition expected for Alpine, as a highly contested 24% stake in the team is also up for grabs. Mercedes Team Principal and CEO Toto Wolff is said to be one of the parties interested in the Otro Capital stake.

However, there has been a recent push to prevent multiple teams from being owned by a single entity. McLaren CEO Zak Brown has been very outspoken in wanting to disband sister teams and stop them from happening again.

Christian Horner has also been rumoured to be interested in the Otro Capital stake. However, recent rumours have connected him to a possible 12th team, BYD.

From 2027 onward, the Alpine team will be covered in Gucci's colours, red and green. However, some fans will miss the colourful pink and the old name. How do you feel about Gucci joining F1?