Alpine Secures Gucci Deal for New F1 Era

Alpine F1 Team has officially announced a new title partnership agreement with luxury fashion house Gucci starting from the 2027 Formula 1 season. The deal brings an end to Alpine’s five-year partnership with BWT and marks the arrival of Gucci as the first luxury fashion brand to become a Formula 1 title sponsor in the modern era.

From next season onward, the Enstone-based squad will officially compete under the name “Gucci Racing Alpine Formula One Team”. Alpine has also confirmed the car will race in “Gucci colours” as part of a major visual rebrand, replacing the pink-heavy identity associated with BWT sponsorship in recent years.

According to paddock estimates, the multi-year agreement is believed to be worth between $55 million and $60 million per season. That valuation places Gucci among the largest title sponsors currently involved in Formula 1 and further highlights the championship’s increasing commercial appeal to premium global brands.

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Gucci CEO Francesca Bellettini described the partnership as a new chapter for the Italian luxury company as it expands its global presence across sport and contemporary culture.

“This partnership with Alpine F1 Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in Formula 1,” Bellettini said.

“Formula 1 represents today a unique convergence of performance, culture, and global reach. Alpine F1 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.”

The partnership also launches a new platform named “Gucci Racing”, described by Alpine as a broader business and experiential initiative beyond traditional motorsport activities. The move underlines Formula 1’s evolution into a premium lifestyle platform connecting technology, entertainment, fashion, and global audiences.

Alpine’s announcement comes during a period of improving on-track performance for the French team. After the opening five rounds of the 2026 season, Alpine has already scored 35 points, surpassing its total from the entire previous campaign. The competitive improvement has become a key factor in increasing the team’s commercial attractiveness to global partners.

Alpine executive advisor Flavio Briatore believes the Gucci collaboration reflects the growing momentum behind the Enstone operation.

“Partnering with a prestigious brand of Gucci’s calibre as title partner of Alpine F1 Team is something I am incredibly proud of,” Briatore said.

“The Enstone team has a history of doing things differently and has previously shown that fashion can finish first in Formula 1. With improved performance on track, this new collaboration shows the growing momentum behind the team.”

The agreement also reinforces the growing trend of premium fashion brands entering Formula 1 in recent years. With expanding popularity in the United States, wider global reach, and rapidly growing younger digital audiences, Formula 1 is increasingly evolving beyond pure motorsport into a global entertainment and luxury lifestyle platform.