Gucci to become title partner of Alpine F1 team from 2027

The Enstone-based squad, currently racing as BWT Alpine Formula One Team, will be renamed Gucci Racing Alpine Formula One Team under the agreement announced on Wednesday.

The deal forms part of a broader “Gucci Racing” initiative, described by the brand as a new platform centred around performance, precision and luxury sport. Financial details were not disclosed.

Formula 1 has increasingly attracted luxury brands amid the sport’s global growth and younger fan demographic. Liberty Media signed a multi-year partnership with luxury conglomerate LVMH in 2024 reportedly worth more than $100 million annually.

Former Renault CEO Luca de Meo, now chief executive of Gucci parent company Kering, said Formula 1 had become “one of the world’s most powerful premium content platforms.”

“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,” de Meo said.

Alpine executive advisor Flavio Briatore hailed the partnership as a major step for the 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,” Briatore said.

“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.”

Alpine, powered by Mercedes engines from 2026 onward, have shown improved form this season after finishing last in the constructors’ standings in 2025. The team currently sits fifth in the championship after the opening rounds of the 2026 campaign.