Gucci Becomes Title Partner of Alpine F1 Team for 2027

The Italian luxury fashion house Gucci will become the title partner of the Alpine Formula 1 team starting in the 2027 season, marking the first time a luxury fashion brand has entered such a partnership in the sport. The team will compete under the name Gucci Racing Alpine Formula 1 Team and will feature the brand's colors.

Financial terms of the multi-year deal were not officially disclosed, though reports suggest it is a significant investment. The partnership launches a new initiative called Gucci Racing, described by the company as an experiential platform built around performance and precision at the intersection of luxury and sport. Executives stated the collaboration will extend far beyond trackside branding to include content, products, and exclusive client experiences.

The deal aligns with a broader trend of fashion and luxury brands deepening their involvement in Formula 1, a sport that has seen substantial global growth and a younger, more diverse audience in recent years. It also reconnects Gucci with the automotive world through key executive relationships. Luca de Meo, the CEO of Gucci's parent company Kering, previously led Renault Group and played a key role in...