Gucci Enters Formula 1: A New Era of Luxury on the Grid
Gucci has officially entered Formula 1, marking one of the most significant crossovers between luxury fashion and elite motorsport. Beginning with the 2027 season, the Alpine F1 Team will compete under a new name: Gucci Racing Alpine Formula One Team. This partnership makes Gucci the first luxury fashion house in history to become a title sponsor of an F1 team.
A Strategic Shift for Alpine
The collaboration ends Alpine’s long-running title sponsorship with BWT and introduces a complete visual transformation. The team will abandon its familiar blue‑and‑pink livery in favour of Gucci‑inspired colours and branding, signalling a bold new identity on the grid.
The deal arrives at a moment of renewed momentum for Alpine, which has shown stronger performance in the 2026 season and surpassed its previous year’s points tally early in the campaign.
Introducing Gucci Racing
Alongside the sponsorship, Gucci is launching Gucci Racing, a new business and experiential platform built around the values of performance, precision, discipline, and excellence. This initiative aims to merge luxury culture with high‑performance motorsport through exclusive experiences, content, and future product activations.
Gucci CEO Francesca Bellettini describes the partnership as a defining moment for the brand, reflecting its ambition to operate at the intersection of global culture, performance, and luxury.
Why Formula 1?
Formula 1 has evolved into one of the world’s most powerful premium content platforms, reaching over 1.5 billion viewers per season and attracting a younger, increasingly diverse audience. This makes it a natural stage for luxury brands seeking global cultural relevance.
Gucci joins a growing wave of luxury houses entering F1, following major partnerships such as LVMH’s 10‑year agreement with the sport. But Gucci’s move stands apart: it is the first to take full title sponsorship, embedding itself directly into the identity of a team.
A New Chapter for Motorsport & Luxury
For Alpine, the partnership brings a powerful boost in desirability, visibility, and cultural reach, helping the brand evolve beyond its traditional motorsport roots. For Gucci, it represents a bold expansion into a global arena where performance meets lifestyle at the highest level.
The 2027 season will mark the debut of Gucci Racing Alpine, ushering in a new era where fashion and motorsport converge more closely than ever before.
