Formula 1
Gucci Enters Formula One in Historic Alpine Partnership Ahead of 2027 Season
Luxury fashion giant Gucci is officially entering the world of Formula One in a groundbreaking partnership with Alpine Formula One Team beginning in the 2027 FIA Formula One World Championship season.
The collaboration will see the team rebranded as the “Gucci Racing Alpine Formula One Team,” making Gucci the first luxury fashion house to serve as title partner for a Formula One team. The announcement signals a major shift in the growing relationship between luxury fashion, global entertainment, and elite motorsport.
The partnership also introduces “Gucci Racing,” a new platform focused on performance, innovation, precision, and luxury experiences tied to motorsport culture.
A New Era of Fashion and Motorsport
As part of the deal, Alpine will race in Gucci-inspired colors starting in 2027, replacing the team’s current blue-and-pink identity with a fresh visual direction expected to blend luxury aesthetics with racing performance.
Executives from both companies described the collaboration as more than a sponsorship agreement. Instead, the brands aim to create long-term cultural and commercial experiences that extend beyond race weekends.
Francesca Bellettini said the partnership reflects Gucci’s ambition to expand its global influence through one of the world’s fastest-growing sports platforms.
Formula One has experienced explosive international growth in recent years, attracting younger audiences, increased female viewership, and massive social media engagement. Industry analysts estimate the sport now reaches more than 1.5 billion viewers globally each season.
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Why Formula One Is Attracting Luxury Brands
F1 has evolved into a premium lifestyle platform that blends sports, fashion, celebrity culture, and technology. Brands across luxury fashion, watches, hospitality, and entertainment have increasingly invested in F1 as its global popularity continues to rise.
For Gucci, the partnership creates opportunities across merchandise, exclusive customer events, digital content, and experiential marketing. The company plans to use the “Gucci Racing” identity as a larger business platform tied to luxury performance culture.
Luca de Meo described Formula One as one of the world’s most powerful premium content ecosystems, capable of creating long-term brand value and cultural relevance.
Alpine Looks to Build Momentum
The partnership arrives during a strong period for Alpine on the track. After struggling near the bottom of the standings in previous seasons, the team has shown major improvement during the 2026 campaign and currently sits fifth in the Constructors’ Championship.
Led by drivers Pierre Gasly and Franco Colapinto, Alpine has been rebuilding its competitiveness under the guidance of executive advisor Flavio Briatore.
Briatore praised the Gucci agreement as proof of Alpine’s growing momentum both commercially and competitively.
The Enstone-based team has a rich Formula One history dating back to its previous identities as Benetton and Renault, with championship-winning drivers including Michael Schumacher and Fernando Alonso.
Luxury Meets Speed in Formula One’s Future
The Gucci-Alpine partnership highlights how Formula One is increasingly becoming a global cultural platform rather than just a racing series.
As luxury brands continue investing heavily in sports entertainment, the fusion of fashion and Formula One appears set to define a new era for both industries.
