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Gucci Confirmed as Alpine's New Title Sponsor from 2027

By Kavi Khandelwal

Luxury fashion house makes history as first title partner in Formula One. F1 is about to get a whole lot more glamorous. Alpine have officially confirmed that Gucci will serve as the team's new title sponsor from the 2027 season, bringing one of the world's most iconic luxury fashion houses into the sport at the very highest level. Gucci CEO Francesca Bellettini declared in a statement: "This partnership with Alpine F1 Teams writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in F1. That reflects our ambition for the brand and the role we want Gucci to play on this stage. “F1 represents today a unique convergence of performance, culture, and global reach, and Alpine F1 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 deal had been the subject of intense speculation in recent weeks. Prior to today's confirmation, Alpine had been measured in their public response to mounting reports, issuing a carefully worded holding statement that read: "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." That waiting game is now over. The timing was always logical. BWT, whose bubblegum pink and blue colour scheme has been a fixture on Alpine's cars since 2022, was expected to see its title sponsorship expire at the conclusion of the current season. That vacancy opened the door for one of the most eye-catching commercial partnerships in F1 history. At the heart of the deal is a connection rooted in the boardroom. Luca de Meo, the former CEO of Renault and a driving force behind Alpine's F1 identity, was appointed CEO of Gucci's parent company Kering in September 2025 — just months after his departure from the French car manufacturer. De Meo is also known to share a close relationship with Alpine executive adviser Flavio Briatore, who returned to the team in the summer of 2024. The personal ties linking Alpine's inner circle to Kering made this partnership feel almost inevitable once the commercial pieces fell into place. Reports had suggested the deal could be worth between 30 and 60 million euros annually — a significant injection of capital for a team that finished bottom of the constructors' standings in 2025 but has shown real improvement in 2026, currently sitting fifth with 23 points. The aesthetic implications are just as striking as the financial ones. Reports had floated the possibility of Alpine adopting Gucci's traditional red, green and gold colour palette in place of the BWT pink livery — a shift that would represent one of the most dramatic visual rebrands the sport has seen in years. Bellettini's language — "Gucci Racing" — suggests the fashion house is approaching this as a full brand identity, not merely a logo placement. There is also a historical echo worth acknowledging. When the Enstone team competed as Benetton, it represented the first time a fashion brand was seriously involved in the sport — and Flavio Briatore, now back in Alpine's corner, began his F1 career in that very era. Fashion and Formula 1 have come full circle. What is beyond doubt is the magnitude of this moment. Gucci Racing is coming. The grid in 2027 will never look the same again.