Gucci Becomes Alpine F1 Title Partner From 2027

Gucci has announced a title partnership with Alpine Formula One Team, making it the first luxury fashion house to serve as title partner at the pinnacle of motorsport. From the start of the 2027 FIA Formula One World Championship, the team will race as Gucci Racing Alpine Formula One Team and compete in Gucci colours. The deal introduces Gucci Racing, a new business and experiential platform built around performance, precision and excellence, with the Alpine partnership as its first expression. Gucci takes the name, the identity and the competitive canvas of an F1 team. Nothing quite like this has happened at title-partner level in modern Formula One.

Key Points: Gucci Alpine F1 title partner

• Gucci named Title Partner of Alpine Formula One Team from the 2027 FIA Formula One World Championship, the first luxury fashion house to hold that position in F1 history
• Team rebranded as Gucci Racing Alpine Formula One Team, competing in Gucci colours with a black and gold Gucci Racing logo featuring the interlocking G alongside the Gucci Racing wordmark. Gucci colours set to dominate the 2027 livery
• Partnership introduces Gucci Racing as a standalone platform, with the Alpine F1 deal its first territory of expression, extending into content, product and high-end client experiences over coming seasons
• Francesca Bellettini, President and CEO of Gucci, confirmed the deal as a direct statement of brand ambition: the role Gucci wants to play on a global stage, not simply trackside visibility
• Kering CEO Luca de Meo cited F1’s 1.5 billion seasonal reach and its expanding younger and female audience as the commercial rationale behind the investment
• Deal reported to be worth $50-60 million per season across a minimum three-year term, with success bonuses taking the total value beyond $150 million
• Alpine currently sit fifth in the 2026 Constructors’ Championship with their best-ever points total to start a season, the competitive backdrop Gucci is entering

A First in Formula One

Fashion brands have circled Formula One for years. Logos on sidepods, capsule collections tied to race weekends, hospitality that puts celebrities in the garage. This is a different level of commitment entirely. Gucci takes title partnership from 2027, which means the team name, the livery colours and the competitive identity of an F1 team all carry the Gucci brand.

Gucci Racing comes with its own logo, a black and gold visual identity built around the house’s interlocking G alongside the Gucci Racing wordmark. Gucci is understood to want as much car real estate as possible, with those colours set to dominate the 2027 livery. Alpine are pushing to retain some of their own blue branding, so the final look is still being worked through. Gucci clearly sees this as something bigger than a branding exercise. It is a new construct with Alpine as its first expression, and they have been clear that further territories will follow.

Bellettini’s framing is deliberate. This is positioned as an expression of where Gucci wants to sit culturally and commercially in the years ahead. F1 now reaches audiences luxury brands struggle to access anywhere else, and Gucci has decided that space is worth owning rather than renting a corner of.

Why Alpine, Why Now

Alpine’s trajectory in 2026 gives the partnership a credible sporting backdrop. The team sit fifth in the Constructors’ Championship with their best-ever points total to start a season. Pierre Gasly and Franco Colapinto have been competitive. Flavio Briatore, Executive Advisor of the team, has been direct about Alpine’s ambitions to push further up the order.

The Alpine brand itself carries the kind of heritage that makes a luxury partnership legible. Founded by Jean Rédélé in 1955, rooted in the motorsport history of Renault Group, a manufacturer presence in Formula One since 1977. Gucci is not attaching itself to a gamble. It is attaching itself to a team with history, a clear identity and a direction.

Briatore’s reference to fashion finishing first is not accidental. The Benetton era at Enstone is part of that building’s DNA. A team that ran in bright colours with a fashion brand on the car, won championships, changed what an F1 team could look like. The parallel is not forced. It is the reason Briatore mentioned it. That factory has done this before.

The LVMH Blueprint

To understand what Gucci is doing here, it helps to look at what LVMH already did. That group did not arrive in Formula One with a logo. Louis Vuitton became title sponsor of the Australian Grand Prix. Tag Heuer replaced Rolex as the sport’s official timepiece. Moet returned to the podium. Trackside branding at every circuit, a 10-year deal, three brands woven into every touch point the sport has. That was not a sponsorship. That was a takeover of the premium layer of the sport.

Kering watched that. LVMH and Kering are the two dominant forces in the global luxury sector, direct rivals. When LVMH embedded itself across Formula One at that scale, Kering’s response was always going to come. It has come through Alpine, and through Gucci Racing.

The connection between the people involved makes this feel less like a corporate decision and more like a network activating. Luca de Meo was CEO of Renault Group, the manufacturer that kept Alpine alive as an F1 project. He is now CEO of Kering. He worked alongside Flavio Briatore during the Alpine rebuild. Briatore has been mixing fashion and Formula One since before most of the current grid was born. The Benetton years, the Renault years, the Alpine rebuild. Now Gucci. None of this happened by accident.

The Commercial Logic

Kering CEO Luca de Meo put the numbers on the table directly. Formula One reaches over 1.5 billion people per season. The audience is expanding, getting younger and increasingly female. Those are exactly the demographic shifts a brand like Gucci needs to reach, and F1 is delivering them at a scale and consistency that few other commercial stages can match.

Gucci Racing is clearly being built for the long term. Content, product, high-end client experiences and exclusive engagements are all named as pillars. Bespoke Gucci products are already planned for the team, covering paddock wear and performance products for mechanics and drivers. This is a multi-season commitment, not a one-year awareness exercise.

Renault Group CEO François Provost framed it from the manufacturer side. F1 is a powerful asset for Alpine’s global brand building, and this partnership extends the reach of that asset into luxury and lifestyle in a way a pure motorsport commercial deal never could. Alpine is not just Renault’s racing arm. It is the group’s luxury performance brand. The road cars carry that identity. Gucci does not just fit on that car. According to the people who built Alpine’s commercial strategy, it belongs there.

Coffee Corner Take

Gucci. Alpine. Formula One. Three words that make complete sense once you pull the thread.

This announcement did not come from nowhere. BWT’s five-year run as Alpine’s title sponsor ends this season. That pink livery has been on the car since 2022. From 2027 the name changes and the colours change with it. The space needed filling. What filled it is the first luxury fashion house title partnership in modern Formula One.

The LVMH deal set the template. Louis Vuitton, Tag Heuer, Moet: three brands, every touch point, a decade of commitment. Kering watched a direct rival embed itself into Formula One at the premium layer of the sport. The response has arrived. It is Gucci, and it is a title partnership.

The network that made this happen is worth understanding. De Meo kept Alpine alive at Renault Group. He is now at the top of Kering. Briatore rebuilt Alpine’s competitive credibility and has been operating at the intersection of fashion and motorsport since Benetton. These are not strangers who found each other through an agency. They have been building toward this kind of deal for years, across different roles, in the same paddock.

Add the reported Mercedes stake in Alpine, Briatore confirmed discussions at the Chinese Grand Prix, and the picture gets more layered still. Mercedes power units. Potential Mercedes shareholding. Gucci title sponsorship. Briatore sitting in the middle of all of it. Alpine were last in the Constructors’ Championship in 2025. They are fifth in 2026 with their best-ever points total to start a season. The direction of travel is clear and the resources arriving around the team reflect that.

What this does competitively from 2027 is a big unknown. Title sponsorship at this level is significant resource, but not everything in a modern cost cap era. Whether it accelerates the development programme or simply makes the car the most expensive-looking one on the grid is the reality of how modern title deals work. F1 is increasingly about partnerships that bring more than a name on a car. Red Bull and Oracle is the benchmark: a name plus infrastructure that actively helps the team grow. TGR and Haas is a technical partnership built around genuine support. This deal is estimated at $50-60 million per season. The on-track value may be harder to measure.

Formula One is rapidly becoming luxury’s biggest sporting battleground.