Gucci Is Going Formula 1 Racing Because Reality Has Collapsed

Beginning with the 2027 season, Alpine will be rebranded as the Gucci Racing Alpine F1 Team.

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While the team hasn't revealed its livery yet, it's safe to say expectations are already high considering Alpine's history of bold color schemes. Luxury brands have flooded into the sport over the last few years, but Gucci joining the grid as a title sponsor takes things to another level.

Details surrounding the agreement, including its financial value and duration, haven't been disclosed. However, the deal reportedly gained momentum through former Alpine CEO Luca de Meo, who now leads Kering, the luxury conglomerate that owns Gucci.

For Alpine, the move brings one of the world's most recognizable fashion brands directly into the team's identity. The Enstone-based squad has already become known for doing things differently, from its blue-and-pink BWT liveries to celebrity-heavy collaborations and lifestyle branding efforts. Gucci pushes that image even further.

Gucci Racing F1 livery rendering created using generative AI

Alpine's executive advisor, Flavio Briatore, called the partnership a major moment for the Enstone-based squad.

"Partnering with a prestigious brand of Gucci's calibre in Formula 1 as title partner of Alpine Formula One Team is something I am incredibly proud of," Briatore said.

"Alpine has always done things differently, and this partnership shows the growing momentum behind the team."

Gucci president and CEO Francesca Bellettini described Formula 1 as the perfect platform for the brand's next phase of global expansion.

"Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One," Bellettini said. "Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One Team is the right partner to bring this vision to life."

Gucci Racing F1 livery rendering created using generative AI

What is certain is that Formula 1's image continues shifting rapidly. A sport once dominated almost entirely by automotive and energy sponsors now regularly overlaps with fashion, entertainment, and luxury lifestyle branding.

Formula 1's commercial landscape has changed dramatically since the pandemic-era boom fueled by streaming exposure and rapid growth in North America. Brands that traditionally lived far outside motorsport are now fighting for space in the paddock. LVMH already has a major presence through TAG Heuer, Louis Vuitton, and Moët Hennessy partnerships, and Gucci now becomes another major fashion player betting heavily on F1's global momentum.

Now the focus shifts to what the team will actually look like in 2027. Alpine's current blue-and-pink identity has become one of the grid's most recognizable liveries, but Gucci's arrival almost guarantees a complete visual overhaul.

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