Gucci Racing Alpine: Luxury Fashion House Becomes F1 Team Title Sponsor from 2027
New Livery, New Name – What It Means for Alpine's On-Track Future
From 2027, Alpine will race as “Gucci Racing Alpine Formula One Team” with cars in the luxury brand’s iconic green-red-green stripes. The team leaves its blue-and-pink BWT era behind.
Drivers Pierre Gasly and Franco Colapinto will sport the new look. Team boss Flavio Briatore says the collaboration shows “mode can take first place” in F1. Alpine currently sits fifth in the constructors’ standings with 35 points.
The rebrand is the latest sign of Alpine’s growing momentum. After a strong 2025 start, the team is betting that high-fashion backing will boost both performance and brand appeal on the grid.
Gucci’s Big Bet: From Runway to Raceway
Gucci becomes the first luxury fashion house to lend its name to an entire F1 team. The move aims to reverse recent sales declines by tapping into the sport’s global, youthful audience.
The partnership launches “Gucci Racing,” a new platform blending performance, precision, and luxury. No financial details were disclosed, but the deal hands Gucci prime visibility in F1’s growing fashion crossover.
Notably, former Renault CEO Luca de Meo now leads Kering, Gucci’s parent company. That connection likely smoothed the deal, making Alpine a natural partner for Gucci’s racing ambitions.
Briatore’s Return, Reynolds’ Stake, and a Team on the Rise
Flavio Briatore, the mastermind behind Benetton’s 90s glory days, returned to F1 in 2024 after the “Crashgate” scandal exiled him. He now leads Alpine’s new Gucci era.
Investors including Ryan Reynolds bought a 24% stake in Alpine Racing in 2023, signaling confidence. The team’s fifth-place standing this season backs that optimism.
From Enstone’s factory to the grid, Alpine is blending fashion, finance, and racing heritage. Gucci’s logo on the nose cone is just the latest chapter in a dramatic rebuild.
Here are what the publishers are saying
Luxus-Konzern steigt ein – ab 2027 drehen Gucci-Autos in der Formel 1 ihre Runden
Luxus-Konzern steigt ein – ab 2027 drehen Gucci-Autos in der Formel 1 ihre Runden
Formel 1: Gucci wird Namensgeber von Renault-Rennstall Alpine
Formel 1: Gucci wird Namensgeber von Renault-Rennstall Alpine
Formel 1: Gucci steigt bei Alpine-Rennstall ein – das ist der Plan
Formel 1: Gucci steigt bei Alpine-Rennstall ein – das ist der Plan
Luxusmarke in Formel 1: Gucci steigt bei Alpine ein
Luxusmarke in Formel 1: Gucci steigt bei Alpine ein
Gucci will partner with Renault's Alpine Formula One team, company says
Gucci will partner with Renault's Alpine Formula One team, company says
Gucci will partner with Alpine Formula One team starting in 2027, Gucci says
Gucci will partner with Alpine Formula One team starting in 2027, Gucci says
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