The Italian luxury fashion powerhouse, Gucci, has officially entered Formula 1 in a groundbreaking move, announcing a long-term title partnership with Alpine F1 Team beginning with the 2027 FIA Formula One World Championship season.
The agreement will see the Enstone-based outfit rebranded as the “Gucci Racing Alpine Formula One Team”, making Gucci the first luxury fashion house to become the title partner of a F1 team in the sport’s history.
The partnership marks another major milestone in Formula One’s transformation into a global premium entertainment and lifestyle platform, with luxury brands increasingly targeting the championship’s rapidly expanding international audience.
As part of the collaboration, Gucci branding will feature prominently across Alpine’s race cars, teamwear, hospitality environments, digital content, and global commercial campaigns. The partnership is also expected to extend into exclusive fashion collections, luxury experiences, and fan engagement initiatives around Grand Prix weekends worldwide.
Francesca Bellettini, President and Chief Executive Officer of Gucci, said, “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. 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. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.”
François Provost, Chief Executive Officer of Renault Group, added, “Formula One is one of the most dynamic and attractive platforms in global sport. For Renault Group, as a historic Formula One manufacturer, it is a powerful asset to support Alpine’s ambition: building awareness, desirability and influence across markets, while reaching new audiences and young generations. We welcome the opportunity to engage with Kering through this collaboration, as we look forward to our collaboration with Gucci from 2027 onward.”
Luca de Meo, Chief Executive Officer of Kering, shared, “Formula One has evolved far beyond sport to become one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience. As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.”
Flavio Briatore, Executive Advisor of Alpine Formula One Team, continued, “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 from 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 to the project and for helping make this partnership come to life.”
The agreement also strengthens Alpine’s ambitions to reposition itself as a premium global motorsport brand amid Formula One’s rapid commercial growth across international markets.
The partnership also reflects the increasing convergence between luxury fashion and motorsport, with F1 continuing to attract global premium brands amid surging worldwide viewership and cultural relevance.
The relationship between Kering CEO Luca de Meo and Renault Group leadership played a key role in facilitating the deal.
On track, Alpine has shown improved momentum in 2026 with Pierre Gasly and Franco Colapinto leading the team’s resurgence, as the outfit currently sits fifth in the Constructors’ Championship standings.
