Gucci Taking over Title Sponsorship for F1's Alpine in 2027
The multi-year partnership will activate across content, products and client experiences as Gucci Racing enters Formula 1, with financial terms undisclosed.
- On Wednesday, Gucci signed on as title partner of Alpine Formula 1 Team, which will compete under the banner Gucci Racing Alpine Formula 1 Team starting the 2027 season, marking the Italian fashion house's entry into Formula 1.
- Gucci's automotive heritage extends to 1970, when it became the first luxury brand partnering with AMC to develop a sports car, subsequently collaborating with Cadillac, Rolls-Royce and Fiat. Luca de Meo, former Renault Group chief who became Kering CEO last September, naturally positioned the initiative.
- Gucci President and CEO Francesca Bellettini characterized the partnership as a "very bold, very Gucci move" involving 360 collaboration beyond logo placement. Creative director Demna, a Formula 1 fan, was fully involved in designing the new black-and-yellow Gucci Racing logos for the paddock and grid.
- Renault Group CEO François Provost said the partnership supports Alpine's ambition to reach new audiences and female consumers who influence 70 percent of all car purchases. Formula 1 reaches over 1.5 billion people each season with a rapidly expanding younger and increasingly female audience.
- The partnership will activate across content, product and high-end client experiences to build a distinctive platform over time. Alpine currently ranks fifth in the 2026 standings, while the Monaco Grand Prix on June 7 marks an early high-profile showcase for Gucci Racing.
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Marietta Daily JournalGucci taking over title sponsorship for F1's Alpine in 2027
The Alpine Formula 1 team will have a new look next year when Gucci takes over as the title sponsor.
Alpine F1 team to race under Gucci branding in 2027, meaning new colors are on the way
Formula 1 is practically synonymous with luxury, so it only makes sense that one of the most well-known luxury brands on the planet wants in on the sport.On Wednesday, it was announced that starting in 2027, Gucci will take over as the title sponsor of the Alpine Formula 1 team.The brand will take over from Alpine's current title sponsor, European water treatment company BWT, with the official name becoming "Gucci Racing Alpine Formula One Team.…
Formula 1 continues to approach the universe of luxury and fashion. From 2027, Alpine will have a new main partner and a name that promises not to go unnoticed: Gucci. The...
The pink appearance is soon history: the luxury brand Gucci will appear as partner of the Formula 1 Alpine team from the coming season instead of BWT! In 2027, the French racing stable is named "Gucci Racing Alpine Formula One Team" and in the colours of Gucci. Until now, the Upper Austrian water technology company BWT – with the company colour Rosa – has been the team's name sponsor.
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