Gucci to Become Alpine's Title Partner Starting 2027

Alpine has unveiled a new chapter in its Formula 1 journey by announcing Gucci as its title partner from 2027. This collaboration will see the team racing under the moniker 'Gucci Racing Alpine Formula One Team.' Notably, the partnership also brings a fresh livery, as the team will swap its traditional blue and pink for Gucci's distinctive colours.

The fashion powerhouse is launching Gucci Racing, a platform they describe as blending luxury with the high-paced world of Formula 1, embodying principles like performance, precision, discipline, and excellence. This venture marks Gucci as the first luxury fashion house to take on such a significant role in the sport.

Flavio Briatore, Alpine's Executive Advisor, expressed his enthusiasm, noting, "Partnering with a prestigious brand like Gucci in Formula 1 is something I am incredibly proud of." He highlighted Alpine's history of innovation and the team's current upswing in performance, which has seen them climb to fifth in the Teams’ Championship after a less-than-stellar 2025 season.

Gucci's President and CEO, Francesca Bellettini, echoed this sentiment, stating that the partnership aligns with Gucci's ambitions and the unique cultural and global landscape of Formula 1. She remarked, "Gucci Racing is more than just a presence on the grid; it represents our brand's vision and future."

This announcement comes as Alpine enjoys a promising start to the 2026 season, showcasing improved performance and potential for future success. The collaboration with Gucci seems poised to enhance both brands' visibility and align their shared values of excellence and innovation on a global stage.