Gucci enters F1 with 'US$150m' Alpine title partnership from 2027

Gucci has entered Formula One as the new title partner of Alpine from the 2027 season. The three-year deal, valued at an estimated US$50–60 million annually, will see the team renamed Gucci Racing Alpine Formula One team and race in Gucci colours from next year.

Why it matters:

This is the first time a luxury fashion house has taken top billing on an F1 entry, reflecting the sport’s growing appeal beyond traditional motorsport audiences. Gucci’s parent company Kering sees F1 as a platform to reach a “younger and increasingly female audience,” aligning with the championship’s rapid expansion under Liberty Media.

The details:

• The partnership replaces Austrian water treatment firm BWT, which had been Alpine’s title partner since 2022.
• Gucci will launch a dedicated “Gucci Racing” brand focused on content, products, and exclusive client experiences.
• The deal was facilitated by strong ties between Alpine executive adviser Flavio Briatore and Kering CEO Luca de Meo, formerly CEO of Renault Group (Alpine’s parent).
• Briatore previously managed sponsorship from a fashion brand during his time at Benetton F1 (1989–1997).
• Alpine’s improved on-track performance – its best-ever points tally to start a season – added momentum to the negotiations, according to Briatore.

What’s next:

Gucci joins rival Louis Vuitton (part of LVMH’s multi-year F1 partnership) in making luxury fashion a bigger part of the paddock. Alpine will debut its new identity at the 2027 season opener, and the team hopes the tie-up boosts both brand value and competitiveness.