Gucci to become Alpine title partner starting in 2027

This is a massive shift in the paddock. Starting in 2027, the team will officially rebrand as the Gucci Racing Alpine Formula One Team, moving away from their current blue and pink livery to showcase new Gucci colours. It is not just a sponsorship; the fashion house is launching 'Gucci Racing,' an experiential platform meant to merge the worlds of luxury and high-performance sport.

Flavio Briatore, Executive Advisor for Alpine, expressed immense pride in the move, noting that the Enstone team has a history of blending fashion with success on the track. The announcement arrives at a moment of significant momentum for the squad, which has climbed from the bottom of the 2025 standings to sit fifth in the Teams’ Championship during a strong start to the 2026 season.

Francesca Bellettini, President and CEO of Gucci, called the deal a new chapter, marking the first time a luxury fashion house has secured title partner status in Formula 1. It is a bold statement of intent for the brand, and it will be fascinating to see how this transition unfolds on the grid.