Gucci to become Alpine title sponsor from 2027 season

Gucci will become the title sponsor of Alpine from the 2027 Formula One season, marking a landmark tie between luxury fashion and motorsport. The partnership will see Alpine rebrand as Gucci Racing Alpine Formula One Team and adopt Gucci's color scheme of black, gold, red, and green on its livery, replacing the blue and pink hues used during the BWT era. Gucci will become the first fashion house to hold a Formula One title sponsorship. Flavio Briatore, Alpine’s executive advisor, welcomed the partnership as a global opportunity and highlighted the new experiential platform Gucci Racing built around performance, precision, discipline, and excellence at the intersection of luxury and sport. Alpine is enjoying a resurgence in 2026 after a difficult 2025 season, with drivers Pierre Gasly and Franco Colapinto eighth and eleventh in the drivers’ standings and the team fifth in the constructors’ standings after five races, totaling 35 points versus 22 a year earlier. Replacing BWT, the Gucci deal should bring greater financial firepower and broader global reach, including heightened exposure in the United States. The move occurs in a broader context where Luca de Meo’s Renault background and Alpine’s F1 push are frequently cited, signaling that luxury brands may follow into Formula One sponsorship in coming years.