Gucci To Become Alpine F1 Team's Title Sponsor From 2027 Season

Formula 1 is all set to witness a unique blend of motorsport and luxury fashion as Gucci has announced a new partnership with the Alpine F1 Team. Starting from the 2027 Formula 1 season, Gucci will become the title sponsor of the Alpine F1 Team, marking a major milestone for both brands. The partnership will see the team compete under the new name Gucci Racing Alpine Formula One Team from 2027 onwards. The deal also makes Gucci the first luxury fashion brand to become a title sponsor of a Formula 1 team, highlighting the growing connection between global fashion and motorsport.

Alpine F1 Team To Get A New Identity

With Gucci becoming the title sponsor, the Alpine F1 Team will undergo a visual transformation. The team has confirmed that it will race in Gucci-inspired colours from the 2027 season. This means fans can expect a fresh look for the Alpine F1 Team cars, replacing the current blue and pink colour scheme associated with existing sponsor BWT.

The partnership comes after Alpine's title sponsorship agreement with BWT concludes. As a result, the Alpine F1 Team will enter a new chapter under the Gucci Racing banner.

As part of the collaboration, Gucci is also launching a new platform called Gucci Racing. According to the company, Gucci Racing will focus on combining luxury, performance, precision, discipline and innovation. The initiative aims to create experiences that connect motorsport fans with the luxury fashion world.

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The move reflects Formula 1's growing popularity among younger audiences and luxury brands worldwide. Over the last few years, Formula 1 has attracted several premium brands looking to expand their global reach.

Alpine F1 Team Showing Positive Momentum

The announcement comes at a good time for the Alpine F1 Team. After a difficult 2025 campaign, the Alpine F1 Team has shown improved performance during the 2026 Formula 1 season. The team currently sits in the middle of the championship standings and has already scored more points than it managed during the same period last year.

Alpine Executive Advisor Flavio Briatore said the partnership demonstrates the growing momentum behind the Alpine F1 Team and opens new opportunities for the future.

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The Gucci and Alpine F1 Team partnership is one of the biggest sponsorship announcements in recent Formula 1 history. With Gucci becoming the title sponsor and the arrival of Gucci Racing, the Alpine F1 Team is preparing for a bold new era that combines high-performance racing with luxury branding on the world's biggest motorsport stage.