Formula 1 is no longer just about horsepower under the hood, but also about style on the podium. Alpine is set to mark a historic turning point by welcoming Gucci as its title sponsor starting in 2027. This unprecedented alliance between luxury and speed promises to redefine the French team’s visual identity and open new commercial horizons.
Alpine F1 to Rename and Repaint in 2027
The French Alpine team will undergo a radical transformation in 2027. The current name will be replaced by “Gucci Racing Alpine Formula One Team.” This official name change is significant, marking the arrival of the renowned Italian fashion house Gucci as the principal title sponsor. This new era will also bring a complete overhaul of the livery, abandoning BWT’s iconic pink for Gucci’s signature colors. This decision confirms Alpine’s ambition to position itself in a more premium segment, where luxury and performance converge.
“Gucci Racing”: A Platform for Luxury and Sport
Behind this partnership lies a broader strategic objective. “Gucci Racing” is presented as a new strategic and experiential platform. The goal is to bridge the worlds of luxury fashion and motorsport, drawing on shared values: performance, precision, discipline, and excellence. For Gucci, this is a historic first: never before has a luxury brand taken such a prominent role in the world of Formula 1. This initiative could well pave the way for other similar collaborations, transforming F1 into a new playground for haute couture houses.
BWT’s pink is expected to give way to Gucci’s iconic colors starting in 2027.
Luca de Meo Sees F1 as a Premium Content Platform
Luca de Meo, CEO of the Renault Group (and former executive at Kering, Gucci’s parent company), views this alliance as a major strategic opportunity. He emphasizes that Formula 1 has transcended its sporting origins to become a global premium content platform. With an audience of over 1.5 billion people, increasingly younger and more female, F1 offers an ideal space to express creativity, the pursuit of excellence, and human performance. For a luxury brand like Gucci, it’s a chance to push boundaries, build strong connections, and create lasting value while generating measurable impact.
Flavio Briatore Sees Pride and Proof of Alpine’s Momentum
Flavio Briatore, executive advisor for Alpine and with past experience in fashion alongside Benetton, welcomes this collaboration. He calls Gucci’s arrival as title sponsor an “immense source of pride” and is enthusiastic about future prospects. Briatore recalls that Enstone, the team’s base, has a history of proving that fashion and F1 can go hand-in-hand. He also highlights Alpine’s current positive momentum, citing improved performance and the team’s best season start in terms of points scored. This partnership with Gucci would thus confirm this upward trajectory.
Alpine: A New Chapter Under the Sign of Luxury and Performance
Gucci’s arrival as title sponsor marks a decisive turning point for Alpine in Formula 1. Beyond the change in name and livery, it signifies a comprehensive strategy aimed at associating the team with the world of luxury and prestige. This unprecedented alliance could not only enhance Alpine’s brand image but also open up new revenue streams and attract a different audience. It remains to be seen how this fusion of fashion and speed will translate concretely on the track and within the Formula 1 ecosystem.
- New Name: The team will be known as “Gucci Racing Alpine Formula One Team” starting in 2027.
- Livery Change: Gucci’s colors will replace BWT’s pink.
- Strategic Goal: To create a platform linking luxury and sporting performance.
- Luxury First: This marks the first time a fashion brand becomes a title sponsor in F1.
- De Meo’s Vision: F1 is viewed as a premium content platform for luxury brands.
- Briatore’s Enthusiasm: The partnership is a point of pride and confirms Alpine’s positive momentum.
