Gucci will enter Formula 1 as its title partner Alpine Formula 1 Team from 2027, placing the Italian fashion house at the front of one of the sport’s most prominent teams. The deal will rename the French team Gucci Racing Alpine Formula 1 Team and replace BWT as title sponsor. The move gives Gucci a leading role in Formula 1 and marks the first time a luxury fashion house has acquired title partner status with a manufacturer.
The partnership arrives as Formula 1 continues to expand its cultural reach across fashion, entertainment and global media. Gucci will use the deal to launch Gucci Racinga new business and experiential platform based on performance, precision, discipline and excellence.
Industry estimates put the multiyear deal at between $50 million and $60 million per season. This investment places Gucci on one of the most powerful international platforms in sports, at a time when fashion brands continue to look to live experiences, global broadcast audiences and high-profile events. Formula 1 offers all three, with race weekends now operating across sports, celebrity, sponsorship and luxury hospitality.
Credit reports Dry CEO Luca de Meo and executive advisor to Alpine Flavio Briatore as key figures behind the deal. De Meo has led in the past Renault Group and played an important role in building Alpine’s racing profile. Briatore brings his own history with fashion and Formula 1 after coaching Benetton to the league’s success in the 1990s.
Gucci will also change the team’s visual identity. The Alpine will move away from its current blue and pink livery, while the first details show a new color direction associated with Gucci. The team plans to retain a touch of alpine blue, with black, red, green, gold and the interlocking G logo expected to shape the 2027 presentation. The fashion house will also create apparel for the team, including off-track paddock clothing and performance gear for drivers and mechanics.
Flavio Briatore called the partnership a source of pride and pointed to Alpine’s history of taking a different approach to Formula 1. He also linked the announcement to the team’s improved form after Alpine went from bottom of the standings in 2025 to fifth in the Teams’ Championship at the start of the 2026 season.
Francesca BellettiniChairman and CEO of Gucci, described the deal as a new chapter for the brand. It framed Formula 1 as a meeting point for performance, culture and global reach, with Alpine as the partner chosen to deliver this ambition. Bellettini also positioned Gucci Racing as a clear expression of where the brand wants to go next, with more activity planned around the platform.
