Gucci Enters Formula 1 as Alpine's New Title Sponsor
In a historic move for motorsport and fashion, the Kering-owned powerhouse will take over the grid in 2027, replacing BWT in a massive multi-year deal.
Summary
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Gucci is officially entering Formula 1, signing a massive multi-year deal to become the title sponsor of the Alpine F1 Team starting in the 2027 season
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The team will officially rebrand as the “Gucci Racing Alpine Formula One Team,” marking the first time a luxury fashion house has served as an F1 title partner
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The Italian brand replaces current title sponsor BWT in a partnership that industry insiders estimate to be worth between $50 million and $60 million USD per season
The intersection of high fashion and elite motorsport just reached an unprecedented top speed. Italian luxury powerhouse Gucci has officially announced its entry into Formula 1, securing a massive multi-year deal as the new title sponsor for the Alpine F1 Team starting in 2027. Replacing the Austrian water treatment company BWT, the historic move makes Gucci the first-ever luxury clothing brand to serve as a primary title partner for a Formula 1 constructor, officially rebranding the French squad as the “Gucci Racing Alpine Formula One Team.”
With Formula 1’s global audience continuing to explode, elite fashion houses have been aggressively staking their claim on the grid. However, Gucci is taking it a step further by weaving itself into the very fabric of the Alpine team. According to industry estimates, the multi-year deal is worth a staggering $50 million USD to $60 million USD per season. This investment will introduce a brand-new “Gucci Racing” platform, which the brand describes as an experiential crossover built on performance, precision, and luxury.
The strategic partnership is the result of serious heavyweight connections. The deal was reportedly championed by Kering CEO Luca de Meo—who previously served as the head of Renault Group and was instrumental in elevating Alpine’s racing profile—alongside Alpine’s executive advisor, Flavio Briatore. Briatore is notably no stranger to merging fashion and motorsport, having famously guided the Benetton fashion house to F1 championship glory in the 1990s.
Visually, the paddock is in for a massive aesthetic overhaul. While Alpine intends to retain a touch of its signature racing blue, early teasers suggest the 2027 cars will feature an elegant black livery highlighted by Gucci’s iconic red and green stripes and a gold interlocking “G” logo. Beyond the livery, the fashion house will design bespoke apparel for the entire team, ranging from stylish off-track paddock wear to specialized performance gear for the mechanics and drivers.
As luxury demand fluctuates globally, elite experiential platforms like Formula 1 have become the ultimate runway for heritage brands to capture the world’s attention. With Gucci Racing officially revving its engines and bringing its signature monogram to the grid, the 2027 F1 season is already shaping up to be one of the most stylish chapters in the sport’s history.
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