Gucci to Become Alpine Formula One Title Partner in 2027

In a landmark move for motorsport and luxury retail, Gucci has been announced as the new title partner for the Alpine Formula One team, starting with the 2027 season. This collaboration marks the first time a luxury fashion house will hold the title partner designation for a top-level motorsport team.

Beginning next year, the team will compete under the name Gucci Racing Alpine Formula One Team. The rebrand will also feature a new team livery, departing from the current blue and pink design to incorporate the signature Gucci colour scheme.

A Strategic Shift in Motorsport Marketing

The partnership introduces “Gucci Racing,” described by the fashion house as a new business and experiential platform. The initiative is designed to blend the values of performance, precision, discipline, and excellence, bridging the gap between high-end luxury and competitive sport.

Francesca Bellettini, president and chief executive of Gucci, noted that the partnership reflects the brand’s strategic ambitions on a global stage. She emphasized that Formula One offers a unique convergence of performance and culture, providing an ideal environment to bring the Gucci Racing vision to life.

For Alpine, the move represents a significant change in its commercial operations. Gucci will replace the Austrian water treatment firm BWT, which has served as the team’s title partner since 2022.

Building on Global Momentum

The agreement was facilitated by a strong professional rapport between Flavio Briatore, executive advisor for Alpine, and Luca de Meo, chief executive of Kering, the parent company of Gucci. Briatore, who previously managed teams sponsored by clothing brands during the 1990s, expressed his pride in securing a partner of Gucci’s stature.

“The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One,” said Briatore. “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.”

Luca de Meo highlighted the evolving nature of Formula One, describing it as a powerful content platform that reaches a global audience of over 1.5 billion people each season. He pointed to the sport’s ability to attract a younger and increasingly female demographic as a primary driver for the collaboration.

Key Takeaways

• New Identity: The team will be rebranded as the Gucci Racing Alpine Formula One Team starting in 2027.
• Visual Overhaul: The team’s cars and branding will transition to Gucci-specific colours.
• Business Integration: The launch of the “Gucci Racing” platform will focus on high-end client experiences and exclusive brand engagements.
• Strategic Alignment: The partnership aims to capitalize on the growing, diverse global audience of Formula One.

Looking Ahead

This entry into Formula One places Gucci in a prominent position within the sport, following the broader involvement of other luxury groups in recent years. By focusing on experiential platforms and long-term brand desirability, the collaboration aims to set a new standard for how luxury houses engage with the high-octane world of international racing.

Frequently Asked Questions

When does the partnership officially begin?
The Gucci title partnership begins with the 2027 Formula One season.

Will the team’s name change?
Yes, the team will be known as the Gucci Racing Alpine Formula One Team.

Who is the outgoing title partner?
Gucci will replace BWT, the Austrian water treatment systems manufacturer, which held the title partnership since 2022.