Alpine has confirmed a landmark new F1 title partnership with global luxury fashion powerhouse Gucci, marking a major commercial and branding shift ahead of the 2027 season. The agreement will bring an end to BWT’s five-year tenure as title sponsor and usher in a new era for the French outfit.
Key Highlights:
- Alpine confirms multi-year F1 title partnership with luxury fashion brand Gucci starting 2027
- Team will race under official name ‘Gucci Racing Alpine Formula One Team’
- BWT partnership ends after five years, with a full branding shift including new “Gucci colours” livery
- Deal valued at an estimated $55–60 million per year and includes launch of “Gucci Racing” platform
Alpine Set for Major Identity Shift under Gucci Racing Banner
From 2027, the team will officially compete under the name ‘Gucci Racing Alpine Formula One Team’, with a significant visual transformation also expected on track. After years of incorporating BWT’s signature pink into its livery, Alpine has confirmed it will now “compete in the Gucci colours” as part of the new partnership identity.
The deal is understood to be a multi-year agreement, with paddock estimates placing its value at around $55–60 million per year. It also marks the creation of “Gucci Racing”, described by Alpine as a new “business and experiential platform” aimed at expanding the brand’s presence within Formula 1.
Gucci CEO Francesca Bellettini highlighted the historic nature of the collaboration, saying: “This partnership with Alpine F1 Teams writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in F1,” said Gucci CEO Francesca Bellettini. She added, “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.”
‘Gucci Racing’ Signals New Business and Cultural Direction for Alpine
The launch of Gucci Racing represents more than just a title sponsorship, with Alpine describing it as a wider “business and experiential platform” designed to blend fashion, performance, and global branding. The announcement arrives during a positive sporting phase for Alpine, which has already scored 35 points in the opening five races of the current season—surpassing its total from last year.
Alpine executive advisor Flavio Briatore praised the partnership and its wider implications, saying: “Partnering with a prestigious brand of Gucci’s calibre in F1 as title partner of Alpine F1 Team is something I am incredibly proud of. 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.”
“The Enstone team has a history of doing things differently to others and has previously shown that fashion can finish first in F1. With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team.”
