GUCCI Might Title Sponsor F1 Alpine Team, Kering CEO Key Figure

GP Blog and other overseas F1 news sites report that Italian luxury brand GUCCI is in talks with the F1 Alpine team to become its title sponsor from 2027. The team's current sponsor BWT will end its title partnership after the 2026 season.

Alpine is part of French automaker Renault Group, previously known as the "Renault F1 Team." It was renamed Alpine starting from the 2021 season to promote the group's sports car brand Alpine on a larger scale.

The key driver behind this series of moves is Luca de Meo, former Renault CEO and current Kering CEO! He officially left Renault in July 2025 and joined Kering, GUCCI's parent company, in September, becoming the group's new CEO.

Additionally, Luca de Meo has a close relationship with Flavio Briatore, Alpine team's current executive advisor and a veteran F1 manager. In the summer of 2024, he brought the controversial former team principal back to the team as its top decision-maker.

Above: Luca de Meo (left) and Flavio Briatore (right)

According to reports, GUCCI aims to achieve further growth through a close partnership with the Alpine team, leveraging F1, but the title sponsorship fee is not yet known.

Current collaborations between Kering's fashion and luxury brands and F1 teams include:

Its eyewear division's American sunglasses brand Maui Jim has entered a multi-year partnership with Oracle Red Bull Racing starting from the 2025 season, providing polarized sunglasses and other eyewear technology equipment to the team.

Its Italian luxury menswear brand Brioni announced in April 2026 that it has become the official formalwear partner of the Alpine team, providing custom suits for the team's management.

| Sources: gpblog, planetf1, Kering official press release, sportspro

| Image credits: Alpine F1 official website, Kering official website, Red Bull Racing official press release, Alpine team official press release