Gucci will become the title partner of Alpine Formula One Team from the 2027 season, marking a historic first for luxury fashion in Formula 1.
Luxury fashion has officially taken its place on the Formula 1 grid. Gucci has announced a landmark partnership with Alpine Formula One Team, becoming the first luxury fashion house to serve as title partner of a team competing 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, competing in Gucci colours and launching a new chapter in the relationship between luxury, sport, culture and global entertainment.
The collaboration also introduces Gucci Racing, a new business and experiential platform built around the values of performance, precision, discipline and excellence. Rooted in motorsport but designed to extend far beyond the paddock, Gucci Racing will serve as the house’s new expression at the intersection of luxury and sport.
A dedicated Gucci Racing logo has also been created, featuring the house’s iconic interlocking G alongside the Gucci Racing wordmark.
Formula 1 as a Luxury Platform
Formula 1 has become one of the world’s most powerful global stages for premium brands, combining sport, technology, entertainment, lifestyle and culture. With its expanding international audience and growing appeal among younger and increasingly diverse fans, the championship now offers luxury houses a level of visibility, frequency and cultural relevance few other platforms can match.
For Gucci, the partnership represents more than branding on a racing car. It is a long-term strategic move into one of the most dynamic spaces in global sport, where high-performance engineering meets design, storytelling and elite client experience.
The partnership with Alpine Formula One Team will be activated across several areas over the coming seasons, including content, product, high-end client experiences and exclusive engagements. The ambition is to build Gucci Racing into a distinctive, high-impact platform that reaches beyond traditional sponsorship.
Alpine’s Motorsport Heritage
The collaboration also connects Gucci with a brand deeply rooted in motorsport. Alpine was founded in 1955 by Jean Rédélé, whose competitive ambitions helped shape a new generation of lightweight sports cars. Its Formula 1 presence is further supported by the wider heritage of Renault Group, a founding name in the championship since 1977.
For Alpine, the arrival of Gucci as title partner marks a major commercial and cultural milestone. It reflects both the growing global appeal of Formula 1 and the team’s ambition to build momentum on and off the track.
A New Chapter for Gucci and Formula 1
Francesca Bellettini, President and Chief Executive Officer of Gucci, described the agreement as a defining moment for the brand.
“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,” she said.
“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.”
Luca de Meo, Chief Executive Officer of Kering, highlighted the transformation of Formula 1 into a global premium content platform.
“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,” he said.
“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.”
François Provost, Chief Executive Officer of Renault Group, added that Formula 1 remains a powerful asset for Alpine’s global growth.
“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,” he said.
Flavio Briatore, Executive Advisor of Alpine Formula One Team, said the partnership reflects the team’s growing momentum.
“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,” Briatore said.
“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.”
Luxury, Culture and Competition
The arrival of Gucci as Alpine’s title partner signals another major step in Formula 1’s evolution as a lifestyle and business platform. Once defined primarily by engineering and competition, the sport is now increasingly shaped by fashion, luxury, hospitality, entertainment and global cultural influence.
For Gucci, Formula 1 offers access to a fast-growing international audience and a calendar that touches many of the world’s most important luxury markets. For Alpine, the partnership brings one of the most recognisable names in global fashion into the heart of its identity from 2027.
Together, Gucci Racing Alpine Formula One Team could become one of the most distinctive brand propositions on the grid — combining Italian luxury, French automotive heritage and the global spectacle of Formula 1.