Italian luxury brand Gucci is set to make its entry into F1 for the first time as a title sponsor for Alpine starting from the 2027 season. The Italian brand will hence replace Alpine’s current title partner, BWT.
Gucci’s partnership with Alpine will mark the first time a luxury fashion house has signed on as a title sponsor for an F1 team. From the 2027 F1 season onwards, Alpine will compete under the name “Gucci Racing Alpine Formula One Team”. Alpine will also race in the luxury brand’s signature colours.
The collaboration is part of Gucci’s effort to expand its reach and visibility. Something that will be easily achieved with F1’s massive global audience. In its press release, Alpine shared that the partnership will be mutually beneficial. As both Alpine and Gucci aim to grow their influence and expand their audience reach.
Francesca Bellettini on Gucci entering F1 through partnership with Alpine
President and Chief Executive Officer of Gucci, Francesca Bellettini, reflected on the partnership between the two brands and expressed excitement about achieving Gucci’s mission through its entry into the sport. According to Bellettini, Gucci Racing is an extension of the Italian brand and part of their mission to expand their reach. He also expressed his gratitude towards Alpine and the Renault Group for taking on the partnership.
“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 One. That reflects our ambition for the brand and the role we want Gucci to play on this stage. Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One 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.”
Luca de Meo on the growing global audience of F1
Chief Executive Officer of Kering and former CEO of the French car brand, Luca de Meo, provided further insights into the global reach of the sport, sharing why Gucci had chosen to make an entrance into F1 with Alpine.
De Meo explained how F1 was an influential global platform with an ever-growing fan base, which made it enticing for the Italian brand to expand into.
“Formula One has evolved far beyond sport to become one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience. As a space of creativity, pursuit of excellence and human achievement, 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.”
François Provost on how the partnership with Gucci will benefit Alpine’s growth
Chief Executive Officer of Renault Group, François Provost, shared how the collaboration with Gucci aligns with Alpine’s mission. He believes the partnership will enable Alpine to increase its global market influence and broaden its appeal. Provost also expressed his excitement about partnering with Kering through the collaboration.
“Formula One is one of the most dynamic and attractive platforms in global sport. For Renault Group, as a historic Formula One manufacturer, it is a powerful asset to support Alpine’s ambition: building awareness, desirability and influence across markets, while reaching new audiences and young generations. We welcome the opportunity to engage with Kering through this collaboration, as we look forward to our collaboration with Gucci from 2027 onward.”
Flavio Briatore on Alpine entering a new era
Executive Advisor and current team principal of Alpine, Flavio Briatore, shared his excitement for the team’s partnership with Gucci. The Italian also spoke on Alpine’s current performance in the 2026 F1 season. He believes that the partnership with Gucci reflects Alpine’s drive for improvement and growth.
Alpine currently sits P5 in the 2026 F1 Constructors’ Championship with 35 points to its name. The season is also shaping up to be the team’s best in years.
“Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One 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 Formula One. 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. I would like to thank Luca [de Meo] and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life.”
