Formula 1 is experiencing increasing expansion in the luxury market, and Gucci’s arrival at Alpine reinforces this trend. The traditional Italian brand will be the main sponsor of the team starting in 2027, expanding the presence of fashion giants and the premium segment in the category’s paddock.
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This movement shows how F1 has become one of the most valuable platforms in global sports for luxury companies. Besides Gucci, brands like Louis Vuitton, TAG Heuer, Moët & Chandon, Richard Mille, and Tommy Hilfiger already have strong ties with teams, events, and drivers in the category.
Gucci’s entry comes shortly after the announcement of the ten-year partnership between Formula 1 and the LVMH group, a conglomerate that controls more than 75 luxury brands. Among them are Louis Vuitton, Christian Dior, Tiffany & Co, TAG Heuer, and Moët & Chandon.
At the center of this global partnership are precisely Louis Vuitton, TAG Heuer, and Moët & Chandon. TAG Heuer took over as the official timekeeper of Formula 1 after replacing Rolex, which held the role from 2013 to 2024. Moët & Chandon became the official champagne supplier for celebrations, replacing the Ferrari Trento brand after four seasons.
Louis Vuitton also gained prominence in the category’s calendar by producing exclusive trunks to transport the trophies of the main GPs. Each piece is specially created for a specific circuit, with a design inspired by the track. The brand was also announced as the main sponsor of the 2026 Australian GP.
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Outside the LVMH group, other companies in the premium sector continue to increase investments in Formula 1. Richard Mille sponsors Ferrari and McLaren, as well as Charles Leclerc and Lando Norris. TUDOR, another watchmaking brand, supports Racing Bulls.
The fashion world has also spread across the grid. Racing Bulls has a partnership with HUGO BOSS, while Cadillac works with Tommy Hilfiger. Ferrari, in turn, maintains collaboration with Giorgio Armani for supplying clothing used off the track.
According to François Provost, CEO of Renault Group, Formula 1 offers a strategic platform to strengthen Alpine’s image in global markets: “Formula 1 is one of the most dynamic and attractive platforms in world sport. For Renault Group, it is a powerful asset to support Alpine’s ambition, building recognition, desire, and influence in different markets,” he said.
The commercial growth of the category also includes beauty and entertainment brands. Charlotte Tilbury, ELEMIS, and ELF have started investing in Formula 1 and the F1 Academy, while companies like Lego, Monopoly, Hot Wheels, and Uno have developed projects aimed at fans of different generations.
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