A GUCCI-Branded F1 Car Is Coming! From the 2027 Season, GUCCI Becomes Title Sponsor of the Alpine Team
On May 27, Italian luxury brand GUCCI announced it has become the Title Partner of the Alpine F1 Team. Starting from the 2027 season, the team will race as "Gucci Racing Alpine Formula One Team." The specific sponsorship amount was not disclosed.
From left to right: GUCCI Artistic Director Demna, GUCCI President and CEO Francesca Bellettini, Alpine Team CEO Philippe Krief, Alpine driver Pierre Gasly, Team Executive Advisor Flavio Briatore, driver Franco Colapinto, Kering CEO Luca de Meo, Renault Group CEO François Provost, Kering Chairman François-Henri Pinault.
This marks the first time a luxury fashion brand has become the title partner of an F1 team. As part of the partnership, the two parties jointly launched the Gucci Racing project—a new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport.
Starting from the 2027 season, the exclusive Gucci Racing logo will debut on Alpine F1 cars and team uniforms. The logo features the House's iconic interlocking G alongside the Gucci Racing wordmark, and GUCCI's signature colors will also be used in the car livery.
Conceived to extend well beyond trackside visibility, the partnership will be activated across a range of initiatives over the coming seasons – from content and product to high-end client experiences and exclusive engagements – with the ambition to build a distinctive and high-impact platform over time.
Former Renault CEO and current Kering CEO Luca de Meo was the key figure behind this collaboration. Alpine is owned by French automaker Renault Group, previously known as the Renault team. Under de Meo's push, it was renamed Alpine starting from the 2021 season to promote the group's sports car brand Alpine on a larger scale. De Meo left Renault in July 2025 and joined GUCCI's parent company Kering in September as its new CEO.
De Meo has a close relationship with Alpine Team Executive Advisor and veteran F1 manager Flavio Briatore. In the summer of 2024, he brought the controversial former team principal back to lead the team, overseeing high-level decisions.
Above: Alpine Team Executive Advisor Flavio Briatore (left) and GUCCI President and CEO Francesca Bellettini (right) signing the agreement on site
GUCCI President and CEO Francesca Bellettini said:
“This partnership with Alpine Formula One Team writes a new chapter: 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. Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One Team is the right partner to bring this vision to life. Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come. ”
Kering CEO Luca de Meo said:
"F1 has evolved far beyond sport to become one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience. As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.”
Alpine Team Executive Advisor Flavio Briatore said:
"Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of. Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level. The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One. With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team."
This collaboration is another major move by GUCCI in the sports arena. In recent years, GUCCI has strengthened its partnerships with sports stars, signing the current world No. 1 male and female tennis players Jannik Sinner and Aryna Sabalenka. At Milan Fashion Week in February, GUCCI also invited current F1 drivers' championship leader Andrea Kimi Antonelli to attend the show.
Above: GUCCI's recent campaign featuring Jannik Sinner
Above: Andrea Kimi Antonelli and Aryna Sabalenka at the GUCCI Milan Fashion Show in February 2026
| Source: Official press release, motorsport
| Image source: Official press release, GUCCI official Instagram