The Alpine F1 team will undergo a significant transformation in 2027, as it will be rebranded as Gucci Racing Alpine following a landmark partnership with the luxury fashion house.
This multi-year deal marks a new chapter for Gucci, as it becomes the first luxury fashion brand to serve as a title partner in Formula 1, according to Francesca Bellettini, president and CEO of Gucci.
Partnership Details
The partnership was facilitated in part by former Alpine CEO Luca de Meo, who now heads Gucci’s parent company, Kering, highlighting the strong connections between the two entities.
As part of the agreement, the Alpine F1 team will adopt Gucci’s colors for its livery, departing from its current blue and pink color scheme, and will be known as Gucci Racing, a platform that embodies the values of performance, precision, discipline, and excellence.
Impact on the Team
This deal makes Alpine the latest team on the F1 grid to secure a new title partnership, following McLaren’s appointment of Mastercard as its title partner for the 2026 season, demonstrating the growing interest in Formula 1 from luxury brands.
Gucci Racing is poised to become an integral part of the Formula 1 landscape, with the brand aiming to leverage its presence in the championship to promote its vision and values, according to Bellettini.
Future Prospects
With this partnership, Gucci is set to make a significant impact on the world of Formula 1, bringing its unique blend of luxury and performance to the sport, and Alpine is well-positioned to benefit from the association, as it seeks to establish itself as a major player in the championship.
The future of Gucci Racing Alpine looks promising, with the team poised to make a strong statement on the grid in 2027, and the partnership is likely to have a lasting impact on the world of Formula 1, as luxury brands continue to take notice of the sport’s global reach and appeal.
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