Italian luxury fashion house Gucci has announced a landmark partnership with Alpine Formula One Team, becoming the first luxury fashion brand to serve as title partner of a team competing in Formula One.
From the 2027 FIA Formula One World Championship, the team will compete under the name “Gucci Racing Alpine Formula One Team” and race in Gucci colours.
The agreement also launches “Gucci Racing”, a new platform developed around the themes of performance, precision, discipline and excellence, combining luxury branding with elite motorsport.
The initiative includes a dedicated Gucci Racing logo featuring the company’s signature interlocking “G” alongside a new racing wordmark.
Gucci said Formula One’s expanding international reach and increasingly premium audience made the sport a strategic platform for strengthening the brand’s global visibility and cultural relevance.
The fashion house described the partnership as a convergence between Gucci’s heritage and creativity and Alpine’s engineering and competitive ambitions in Formula One.
Alpine was founded in 1955 by Jean Rédélé and is rooted in Renault Group’s long-standing involvement in Formula One dating back to 1977. The team currently sits fifth in the championship standings and has recorded what executives described as its strongest start to a season in terms of points scored.
The partnership is expected to extend beyond branding at race events and include product collaborations, content initiatives, high-end hospitality and exclusive client experiences over the coming seasons.
Gucci President and Chief Executive Officer Francesca Bellettini said the agreement represented “a new chapter” for the luxury brand and reflected its broader ambitions in sport and culture.
She said Formula One had become “a unique convergence of performance, culture, and global reach” and described Gucci Racing as “more than a presence on the grid”.
Kering Chief Executive Officer Luca de Meo said Formula One had evolved into one of the world’s most powerful premium media platforms, reaching more than 1.5 billion people each season while attracting younger and increasingly female audiences.
Renault Group Chief Executive Officer François Provost said Formula One remained a strategic tool for building Alpine’s global awareness and influence across international markets.
Alpine Formula One Team Executive Advisor Flavio Briatore said the partnership demonstrated the growing momentum behind the team and highlighted opportunities for collaboration between fashion and motorsport.
Alpine Formula One Team is based in Enstone, Oxfordshire, and traces its Formula One heritage through previous identities including Benetton Formula, Renault F1 Team and Lotus F1 Team. The operation has won seven Formula One world championships, including drivers’ titles with Michael Schumacher and Fernando Alonso.
PHOTO: Demna, Artistic Director of Gucci; Francesca Bellettini, President and CEO of Gucci; Philippe Krief, CEO of Alpine; Pierre Gasly, Alpine Formula One Team driver; Flavio Briatore, Executive Advisor of Alpine Formula One Team; Franco Colapinto, Alpine Formula One Team driver; Luca de Meo, CEO of Kering; François Provost, CEO of Renault Group; François-Henri Pinault, Chairman of the Board of Kering.
Credit: Jean-François Robert / Modds
