Alpine may get a new name in 2027 due to a mega deal with Gucci

BWT Alpine Formula One Team is currently the official and full name of the team of Pierre Gasly and Franco Colapinto. BWT is expected to end its title sponsorship of the French outfit after the current season, which opens the door for a new naming partner.

That partner appears to be Gucci, part of the luxury group Kering. Since mid-last year, Luca de Meo has been the CEO of Kering. De Meo was for many years the CEO of Renault and a driving force behind the Formula 1 team, so the connection is quickly made.

Gucci is one of the largest luxury brands in the world. With the naming sponsorship of Alpine, the company would enter the world of glitz and glamour, perfectly matching the image Gucci aims to project. Reportedly, Gucci wants to leverage Formula 1—especially in the United States and Europe—to capitalize on the increasingly likely partnership with Alpine for further growth.

It is unknown how much Gucci is willing to spend for Alpine’s title sponsorship. In any case, such a major sponsorship would bring the French team tens of millions.

GPblog asked Alpine about the collaboration with Gucci. The team responded with the following statement: "Alpine Formula One Team is constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners. The discussions are however always kept confidential and they are disclosed only when confirmed and agreed by all parties."