Alpine announced this Wednesday (27) that it has signed a new partnership contract with the luxury brand Gucci, which will become part of the team’s name. The collaboration begins in the 2027 season, ending a five-year agreement with BWT.
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With the arrival of the brand, the team will be called Gucci Racing Alpine Formula One Team. And while in recent years the French team’s car carried pink colors, a major change is expected for the next one.
According to Racing News365, the contract is multi-year, with the paddock suggesting a value in the range of $55 to $60 million per year.
“This partnership with Alpine F1 Teams writes a new chapter: Gucci becomes the first luxury fashion house to be a title sponsor in F1. This reflects our ambition for the brand and the role we want Gucci to play on this stage. F1 today represents a unique convergence of performance, culture, and global reach, and the Alpine F1 Team is the ideal partner to bring this vision to life,” said Francesca Bellettini, CEO of Gucci.
“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. We thank Alpine and the entire Renault Group for sharing this ambition with us. The start of the partnership marks the birth of ‘Gucci Racing,’ which the team described as a new ‘business and experience platform,’” she added.
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The Alpine announcement comes at a good time for the team in the 2026 season, having already scored 35 points in the first five rounds, surpassing the total points of 2025.
Flavio Briatore, Alpine’s executive consultant, added that “the partnership with a prestigious brand of Gucci’s caliber in Formula 1, as the title sponsor of the Alpine F1 team, is something I am immensely proud of. Furthermore, I am excited about the possibilities that the partnership with Gucci brings and the great achievements we can reach together globally.”
“The Enstone team has a history of doing things differently from others and has already shown that fashion can come first in Formula 1. With improved performance on track and Alpine achieving its best-ever score at the start of a season, this new collaboration with Gucci demonstrates the team’s growing momentum. I would like to thank Luca [de Meo] and Francesca [Bellettini] for their trust and dedication to the project and for helping make this partnership a reality,” he concluded.
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