Gucci joins Alpine as title partner from 2027

Gucci is set to become the title partner of the Alpine Formula One team starting in 2027, with the team rebranding as the Gucci Racing Alpine Formula One Team. This partnership introduces a new platform called Gucci Racing, aimed at merging luxury and high-performance sport. The team will also debut a new livery featuring the iconic Gucci color scheme, departing from their traditional blue and pink design. Alpine Executive Advisor Flavio Briatore expressed immense pride in the collaboration, noting that it reflects the team's growing momentum following a strong start to the 2026 season. Gucci CEO Francesca Bellettini highlighted that this marks a historic milestone as the first time a luxury fashion house has taken on a title partner role in Formula 1, viewing the sport as a unique intersection of culture and performance.