Luxury fashion enters a new era in motorsport as Gucci officially announces a landmark partnership with Alpine Formula One Team, becoming the first luxury fashion house to serve as title partner of a Formula One team.
Beginning with the 2027 FIA Formula One World Championship, the team will compete under the name Gucci Racing Alpine Formula One Team, with cars set to feature Gucci-inspired colours and branding on the grid. The collaboration also introduces Gucci Racing, a new business and experiential platform centred around performance, precision, discipline, and excellence at the intersection of luxury and sport.
The move marks a major cultural and commercial step for Gucci as Formula One continues to expand globally, attracting younger, more diverse, and increasingly premium audiences across key international markets. Through the partnership, Gucci aims to strengthen its visibility and cultural relevance while tapping into one of the world’s fastest-growing sports platforms.
The collaboration also aligns with Alpine’s growing momentum in Formula One. Founded in 1955 by Jean Rédélé and backed by the motorsport heritage of Renault Group, Alpine has continued to build competitiveness on track while expanding its global brand presence. The partnership is expected to extend beyond traditional sponsorship, encompassing exclusive products, premium client experiences, content initiatives, and global activations over the coming seasons.
Gucci President and CEO Francesca Bellettini described the partnership as “a new chapter” for the brand, while Alpine Executive Advisor Flavio Briatore said the collaboration reflects the team’s growing momentum and ambition on the global stage.
The Gucci Racing Alpine Formula One Team era officially begins in 2027.
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