Gucci Becomes Alpine F1 Title Partner for 2027, Renaming Team Gucci Racing Alpine
Updated
Updated · Formula 1 · May 27
Gucci Becomes Alpine F1 Title Partner for 2027, Renaming Team Gucci Racing Alpine
10 articles · Updated · Formula 1 · May 27
2027 will bring Alpine’s first title-partner rebrand in Formula One, with the team set to race as Gucci Racing Alpine Formula One Team from next season.
Gucci said the deal also launches Gucci Racing, a new business and experiential platform tying the brand to performance, precision and sport’s global reach.
The partnership will put Alpine in Gucci colours, replacing the team’s current blue-and-pink livery as the luxury house deepens its presence on the grid.
Alpine enters the tie-up with stronger momentum on track, sitting fifth in the 2026 Teams’ Championship after finishing at the bottom of the standings in 2025.
Gucci called itself the first luxury fashion house to become a Formula One title partner, underscoring how F1 is drawing broader lifestyle and premium-brand investment.
With Gucci's sales falling, is its massive F1 investment a stroke of genius or a desperate gamble?
As luxury giants turn the F1 grid into their new battlefield, is the soul of the sport for sale?
Can a $150 million fashion makeover actually make a Formula 1 car go faster?