Exclusivity at high speed: Gucci becomes the title sponsor of Alpine in Formula 1
Gucci will become the title partner of the Alpine team in Formula 1 starting from 2027. This decision officially confirms the long-standing speculation about how luxury brands are becoming more involved in the world of Formula 1 racing. The Italian fashion house Gucci has signed an agreement with the French team Alpine. Starting from the 2027 season, the team will operate under the name Gucci Racing Alpine Formula One Team. They will also receive the brand’s official livery, replacing their current sponsor BWT.
As part of this collaboration, the team will launch the Gucci Racing project – a business platform that combines sports and luxury. According to media reports, the contract is for several years, and Alpine will receive annual payments of $55–60 million. For a team that is going through a period of restructuring, these investments will be crucial for expanding its aerodynamic department and attracting top engineers.
This isn’t the first time that Alpine has worked with the fashion industry. In 1986, the team was acquired by the Benetton brand. Michael Schumacher won his first two championships under Benetton’s banner. This historical connection shows that the combination of style, marketing power, and engineering expertise can lead teams to a higher level of competitiveness.
Currently, Alpine ranks fifth in the constructors’ championship after five races in the 2026 season. With Gucci joining the team, the French team has a clear strategic goal: not just to maintain its current position, but also to use financial and media resources to regain its place in the competition, especially as new technical regulations are introduced.