Founded in Florence, Italy, in 1921, Gucci is one of the world’s leading luxury brands. Now, though, it will enter the world of F1 as the new title sponsor for the BWT Alpine Formula 1 team starting with the 2027 season.
This marks the first time a luxury fashion house has served as the title partner of a team competing at the pinnacle of motorsport. From next year, the team will race as "Gucci Racing Alpine Formula One Team" and compete in Gucci colours. Gucci Racing has also come to life today through a dedicated logo, featuring the House's iconic interlocking G alongside the Gucci Racing wordmark.
Gucci has always operated at the intersection of heritage, innovation, and contemporary culture, and motorsport sits naturally within that space. This partnership "brings together Gucci's bold creativity and the engineering excellence and competitive ambition of one of the most dynamic Formula 1 teams."
The Alpine brand was founded in 1955 by Jean Rédélé, whose motorsport ambitions inspired an entirely new breed of sports car. This history is further rooted in the motorsport heritage of Renault Group, a founding presence in Formula One since 1977. With the team currently in a strong fifth position and its drivers continuing to build momentum on track this season, and a clear trajectory for further progress, "this collaboration resonates with Gucci's own commitment to renewed energy and global influence."
Conceived to extend well beyond trackside visibility, the partnership will be activated across a range of initiatives over the coming seasons—from content and product to high-end client experiences and exclusive engagements—with the ambition to build a distinctive and high-impact platform over time.
Flavio Briatore, the Executive Advisor of Alpine Formula One Team, said today, "Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of. Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level."
"The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One. With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team."
"I would like to thank Luca [de Meo] and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life," he concluded.
Francesca Bellettini, President and Chief Executive Officer of Gucci, meanwhile, added, "This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One. That reflects our ambition for the brand and the role we want Gucci to play on this stage."
"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," he continued. "Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come."
Check out a first look at the new Gucci Racing logo below.