Alpine Gucci Formula 1 partnership has officially been announced for the 2027 Formula 1 season, with the French team confirming Gucci as its new title sponsor after four years alongside BWT. The agreement marks the first time a luxury fashion house becomes the main sponsor of a Formula 1 team, creating one of the most unexpected partnerships in recent years.
The Alpine F1 Team revealed the deal on Wednesday (27), confirming that the partnership will begin next season. Although financial details were not disclosed, the French outfit stated that its cars will adopt colours inspired by Gucci, replacing the pink identity associated with BWT over the last four seasons.
Alongside the announcement, Gucci also introduced “Gucci Racing”, a new motorsport division focused on racing and lifestyle projects connected to Formula 1. From 2027 onwards, the team will officially compete under the name “Gucci Racing Alpine Formula One Team”.
The Alpine Gucci Formula 1 agreement immediately became one of the biggest talking points in the paddock, especially because it reflects Formula 1’s increasing connection with fashion, entertainment and global lifestyle brands.
Over the last few years, Formula 1 has evolved far beyond motorsport. The championship now attracts luxury companies, celebrities and international brands eager to connect with younger audiences through the sport’s growing global popularity.
While fashion labels have previously collaborated with teams in Formula 1, none had ever taken such a prominent role within a constructor. Brands such as Armani have worked alongside the Scuderia Ferrari in apparel partnerships, but the Alpine Gucci Formula 1 project represents a completely different level of involvement.
A new era for the Alpine Gucci Formula 1 partnership
The partnership also revives memories of the Benetton Formula era in Formula 1. The Italian fashion company competed in the championship between 1986 and 2001 and became one of the most iconic teams of the 1990s.
It was during that period that Flavio Briatore rose to prominence in the paddock. The Italian businessman initially joined Benetton as commercial director before eventually taking full control of the team.
Now serving as Alpine’s executive adviser, Briatore played a direct role in negotiations with Gucci and celebrated the significance of the agreement for the team’s future.
“The partnership with a prestigious brand of Gucci’s calibre in Formula 1, as title sponsor of the Alpine F1 team, is something I am immensely proud of. I am also extremely excited about the opportunities this partnership brings and the great things we can achieve together on a global level.”
Flavio Briatore
The Alpine Gucci Formula 1 partnership is already being viewed as one of the most ambitious commercial moves in recent Formula 1 history. Beyond the sporting aspect, the agreement is expected to strengthen Alpine’s global identity and commercial reach.
Alpine aims for stronger future on and off the track
Gucci’s arrival comes during an important rebuilding phase for Alpine. After several difficult seasons marked by internal instability and inconsistent performances, the French squad is attempting to reposition itself both competitively and commercially.
Currently, Alpine sits fifth in the Constructors’ Championship with 35 points, already surpassing the team’s total points tally from last season. The improvement on track has coincided with major structural changes behind the scenes as the organisation prepares for Formula 1’s next regulatory era.
Beyond racing, the Alpine Gucci Formula 1 deal is expected to open new commercial opportunities for the team. The partnership will likely include global campaigns, exclusive collections and activations designed to connect Formula 1 with the fashion industry even further.
The team’s upcoming visual identity has already generated significant anticipation among fans. Although Alpine has not yet revealed official renders of the 2027 car, expectations are high surrounding a more sophisticated aesthetic inspired by Gucci’s iconic design language.
The Alpine Gucci Formula 1 project also reflects the growing transformation of Formula 1 itself. What was once viewed purely as a motorsport championship has become a global entertainment platform capable of attracting brands far beyond the automotive industry.
With luxury companies increasingly investing in Formula 1, the partnership between Alpine and Gucci may signal the beginning of a new era for commercial collaborations within the sport. For Alpine, it represents not only a major sponsorship agreement, but also an opportunity to redefine the team’s image on a worldwide stage. This Alpine Gucci Formula 1 partnership marks a historic collaboration between luxury fashion and Formula 1.
