Alpine F1 To Become Gucci Racing Alpine F1 Team From 2027
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French Formula 1 team Alpine is entering a completely new phase. Starting from the 2027 F1 season, the team will officially race under the name Gucci Racing Alpine F1 Team after signing a title partnership deal with Italian luxury fashion brand Gucci.
The news confirms months of rumours around Gucci joining Formula 1. While the team has not revealed a new car livery yet, fans already seem curious about how Alpine’s future F1 cars could look with Gucci branding involved.
Gucci Officially Joins Formula 1
Gucci will become the first luxury fashion house to serve as a title partner in Formula 1. That alone makes this one of the biggest commercial partnerships F1 has seen in recent years.
The agreement was reportedly helped by former Alpine CEO Luca de Meo, who now leads Kering, the luxury group that owns Gucci.
Neither Alpine nor Gucci disclosed the value or length of the deal.
For Alpine, this is more than just a sponsorship sticker on the car. The partnership puts the team alongside the growing trend of luxury brands entering Formula 1 as the sport continues to expand globally.
Why Formula 1 Is Attracting Luxury Brands
Formula 1 has exploded in popularity since the pandemic, especially in North America. Brands now see F1 as more than motorsport. It has become a mix of racing, fashion, entertainment, celebrity culture, and global marketing.
Luxury groups have already started investing heavily in the sport.
Some recent examples include:
| Brand | Formula 1 Involvement |
|---|---|
| TAG Heuer | Official F1 timing partnerships |
| Louis Vuitton | Premium branding and sponsorships |
| Moët | Luxury hospitality and event presence |
| Gucci | Alpine F1 title partner from 2027 |
Gucci entering the sport shows how valuable Formula 1’s audience has become. The brand appeals to both younger fans and older luxury buyers. Even people who cannot afford Gucci products still recognise the brand instantly.
That kind of visibility matters in modern Formula 1.
Alpine’s Current Identity Could Change
Alpine currently races with one of the most recognisable liveries on the grid. Its blue and pink BWT design stands out during race weekends.
Now fans are wondering how much Gucci could influence the team’s visual identity from 2027 onwards.
No official design has been shown yet, but expectations are already high. Gucci’s signature styling could create one of the boldest F1 liveries in recent years if the company gets deeply involved with branding.
Honestly, Formula 1 has never exactly been shy about fashion. Alpine might just lean into it harder than anyone else.
Gucci CEO Speaks About The Partnership
Francesca Bellettini, President and CEO of Gucci, called Formula 1 a unique platform that combines performance, culture, and worldwide reach.
According to her statement, Alpine was chosen because the team fits Gucci’s long term vision for the sport.
She said:
“Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One. That reflects our ambition for the brand and the role we want Gucci to play on this stage.”
Flavio Briatore Says Alpine Likes Doing Things Differently
Alpine executive advisor Flavio Briatore also commented on the deal and sounded confident about the partnership’s potential.
Briatore said Alpine has a history of doing things differently in Formula 1 and hinted that fashion and motorsport can work together successfully.
That comment honestly fits Alpine’s recent image quite well. Few teams have experimented with branding and collaborations as aggressively as Alpine over the last few years.
Where Alpine Currently Stands In Formula 1
Alpine still has work to do on track.
The team currently sits fifth in the constructors’ championship with 35 points. It remains ahead of Racing Bulls but trails Red Bull Racing by 22 points.
Current constructor standings gap:
| Team Comparison | Points Difference |
|---|---|
| Alpine ahead of Racing Bulls | 14 points |
| Alpine behind Red Bull Racing | 22 points |
While the Gucci deal brings major attention off track, Alpine still needs stronger race performances if it wants to move further up the grid
Formula 1 Is Becoming Bigger Than Racing
Deals like this show how Formula 1 continues evolving into a global entertainment business instead of just a racing championship.
Fashion brands, luxury companies, celebrities, and streaming platforms now see F1 as one of the fastest growing global sports properties.
For Alpine, partnering with Gucci could help the team gain more visibility worldwide, especially among younger audiences and casual fans who follow the culture around Formula 1 as much as the racing itself.
And yes, people are already waiting to see that 2027 car reveal.
Sources and References
Official Sources
• Formula 1 Official Announcement
Official F1 announcement confirming Gucci as Alpine’s title partner from 2027.
• Alpine F1 Official Website
Official Alpine statement about the Gucci Racing Alpine Formula One Team partnership.
• Gucci Official Website
Official Gucci website for brand information and global announcements.
Trusted News & Media Sources
• Reuters Coverage
Trusted global news coverage explaining the partnership and business impact.
• Autosport Report
Detailed motorsport industry coverage focused on Alpine’s future branding plans.
• Motorsport.com US Report
US focused Formula 1 coverage with additional details about the deal.
• Autoweek Article
American automotive publication covering the Alpine and Gucci partnership.
• RacingNews365 Report
Quick F1 focused breakdown of the partnership and team future.
