Flavio Briatore views the Gucci partnership as the key to Alpine’s future

It is not every day that a luxury titan steps directly into the arena, but Flavio Briatore has confirmed that Alpine is set for a massive transformation. Starting in 2027, the Enstone-based outfit will officially rebrand as the Gucci Racing Alpine Formula One Team, carrying the fashion house’s colors and a new platform focused on performance and discipline.

Briatore, who previously steered the team during its Benetton era, makes it clear this is a different beast entirely. He describes the Gucci deal as one of the most difficult negotiations of his career, noting that the impact was instant, with one billion visitors hitting the website in just three days. While he expressed genuine gratitude toward their outgoing title partner BWT, he maintains that the Gucci arrival is a perfect, super deal for the team’s rapid growth and financial image.

Here is the thing: for an obsessive like me, seeing luxury culture collide with the grid is wild. Briatore is certain that while other brands play the role of spectator, Gucci is now firmly in the car, bringing a level of prestige that he believes is fundamentally good for the future of Formula 1.