Trending Now - Alpine Secures $150M Deal With Gucci as F1 Title Sponsor
WHO:
Autosport - Francesca Bellettini, president and chief executive officer of Gucci, stated, “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 1."
TMZ - Gucci, the Italian fashion house, and the Alpine F1 team are involved in the partnership.
WHAT:
Fox News - The Alpine F1 team will replace its current title sponsor BWT with Gucci in 2027.
Autosport - The partnership with Gucci will mark a new era for the Alpine team, which will be known as Gucci Racing Alpine Formula One Team starting in 2027.
Autosport - The partnership will mark a departure from Alpine's current blue and pink colour scheme as they will adopt Gucci colours for their F1 livery.
Autosport - Luca de Meo, former Alpine CEO and now head of Gucci's parent company Kering, played a key role in the deal.
F1 - The Alpine team will race under the name of Gucci Racing Alpine Formula One Team starting in 2027.
F1 - Gucci is creating Gucci Racing, described as “a new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport.”
F1 - The team will compete in Gucci colours, moving away from their current blue and pink livery.
TMZ - Gucci will be the title sponsor for the Alpine F1 team.
Sportskeeda - The partnership is valued at $150 million.
WHEN:
TMZ - The partnership will start in 2027.
Sportskeeda - The title sponsorship begins in 2027.
WHY:
Autosport - Francesca Bellettini stated, "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."
Autosport - Bellettini emphasized that the partnership reflects Gucci's ambition for the brand and its desired role in the intersection of performance, culture, and global reach.
(UPDATED May 28, 2026 01:33 UTC)
The Alpine F1 team is set to replace its current title sponsor BWT with Gucci in 2027, marking a significant shift for the team. Starting that year, they will be known as the Gucci Racing Alpine Formula One Team, ushering in a new era for the franchise. Francesca Bellettini emphasized that "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."
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(UPDATED May 27, 2026 19:45 UTC)
Gucci has made history by becoming the first luxury fashion house to partner with a Formula 1 team, as announced by Francesca Bellettini, the brand's president and CEO. This collaboration will see Alpine Formula One Team transition from their traditional blue and pink color scheme to embrace Gucci's signature colors for their F1 livery. Bellettini highlighted that this partnership aligns with Gucci's ambition to blend performance, culture, and global influence.
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(UPDATED May 27, 2026 17:59 UTC)
Starting in 2027, the Alpine team will be rebranded as the Gucci Racing Alpine Formula One Team. Gucci is launching Gucci Racing, which aims to blend luxury and sport through a new business and experiential platform centered on performance, precision, discipline, and excellence. As part of this transformation, the team will adopt Gucci's signature colors, departing from their current blue and pink livery.
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(UPDATED May 27, 2026 16:35 UTC)
Gucci, the renowned Italian fashion house, has announced a partnership with the Alpine F1 team, becoming their title sponsor. This collaboration is valued at an impressive $150 million and is set to kick off in 2027. Fans can look forward to seeing the Gucci branding prominently featured on the Alpine F1 cars starting next season.