Formula 1’s steady transformation from a pure engineering sport into a global lifestyle and entertainment juggernaut has reached a historic turning point. Italian luxury powerhouse Gucci has officially announced its entry into the pinnacle of motorsport by signing a massive, multi-year agreement to become the primary title partner of the Alpine F1 Team. Set to take effect at the start of the 2027 season, this groundbreaking alliance marks the first time in the history of Formula 1 that a premier fashion house has assumed title sponsorship over a constructor, triggering an official rebranding of the French squad to the "Gucci Racing Alpine Formula One 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,” said Flavio Briatore, Alpine Executive Advisor.

The blockbuster deal will see Gucci replace the team's current long-standing title sponsor, Austrian water treatment company BWT. Industry insiders and marketing analysts estimate the partnership is valued at between $50 million and $60 million USD per season. More than a simple sticker placement on a carbon fiber nose cone, the multi-year investment catalyzes "Gucci Racing," a brand-new internal platform created by the fashion house. This division is designed to explore commercial crossovers at the intersection of extreme automotive performance, precision engineering, and high-end luxury lifestyle.

Deep corporate connections within the European premium sector drove the blockbuster tie-up. The deal was heavily championed by Kering CEO Luca de Meo—who formerly headed the Renault Group and remains fiercely protective of Alpine’s racing pedigree—alongside Alpine's recently appointed executive advisor and paddock veteran, Flavio Briatore. Briatore, famously known for blending fashion and racing during his tenure with the Benetton F1 team in the 1990s, noted that the Enstone-based squad has a rich history of doing things differently and that this alliance proves fashion can truly finish first on the global stage.

“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,” said Francesca Bellettini, president and CEO of Gucci.

While the official vehicle rollout is still a ways off, early design teasers and brand assets released by Gucci suggest a dramatic visual overhaul for the Alpine garage. The team’s current signature blue and pink livery will be largely retired, making way for an elegant, minimalist black and gold aesthetic dominated by Gucci’s iconic red and green stripes alongside the legendary gold interlocking “G” monogram. While Alpine executives have expressed a desire to retain subtle accents of their historic racing blue, the fashion house plans to completely integrate its design language into the paddock, spanning everything from driver overalls and mechanics’ team kits to hospitality architecture, giving the entire grid a high-fashion shakeup.