New Delhi: In one of the most significant sponsorship announcements in recent Formula 1 history, gucci has confirmed a long-term partnership with the alpine F1 Teambecoming its title sponsor from the 2027 season.
The agreement will see the team compete under the new name. Gucci Racing Alpine Formula One Teammarking the first time a global luxury fashion brand has taken on the role of title sponsor for a Formula 1 team.
The partnership is expected to bring a major visual overhaul to the team. alpine has announced plans to adopt Gucci-inspired colors and branding across its race cars and team identity from 2027 onwards.
The move follows the conclusion of Alpine’s current title sponsorship arrangement with bwt. As a result, the familiar blue-and-pink livery that has defined the team in recent years will make way for a completely new design direction.
Besides the sponsorship, Gucci is introducing gucci racinga new platform aimed at blending the worlds of luxury fashion and high-performance motorsport.
According to the company, the initiative will focus on themes such as innovation, precision, performance and craftsmanship. It is also expected to create exclusive experiences that connect Formula 1 audiences with the luxury lifestyle sector.
The partnership reflects Formula 1’s rising global popularity, particularly among younger fans and lifestyle-focused audiences. In recent years, the sport has attracted increasing interest from premium and luxury brands seeking broader international exposure.
Industry observers view the Gucci-Alpine collaboration as another sign of Formula 1’s expanding commercial appeal beyond traditional motorsport sponsors.
The announcement comes during an encouraging period for alpine. Following a challenging 2025 campaign, the team has shown improved competitiveness during the 2026 season and has already surpassed its points tally from the same stage last year.
executive advisor Flavio Briatore said the agreement reflects the team’s growing momentum and presents new opportunities as it prepares for a transformative chapter under the Gucci Racing banner.
