Gucci Set To Replace BWT As Alpine F1 Title Partner In 2027

Alpine has confirmed that luxury fashion brand Gucci will become its title partner from 2027, following the conclusion of its existing deal with BWT.
The Enstone-based team will be known as Gucci Racing Alpine when the multi-year partnership begins next season, marking a significant shift in the team’s identity.
As part of the agreement, Gucci is creating a new platform called Gucci Racing, described as “a new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport.”
The team will also adopt Gucci colours for its Formula 1 livery, moving away from the current blue and pink colour scheme that has defined the car in recent seasons.
Former Alpine CEO Luca de Meo, who now leads Gucci’s parent company Kering, was identified as a key figure behind brokering the landmark deal.
Gucci president and CEO Francesca Bellettini said the partnership marks a historic moment for both the brand and the sport, describing it as a new chapter for the fashion house.
“This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in Formula 1,” Bellettini said.
She added that the deal reflects broader ambitions for the Gucci brand, with Formula 1 providing a unique platform for those goals to be realised on a global stage.
“Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come,” Bellettini continued.
“We are grateful to Alpine and the entire Renault Group for sharing this ambition with us,” she added, underlining the collaborative nature of the partnership going forward.
The deal positions Alpine as the latest Formula 1 team to secure a major new title partnership in the sport’s current era, following McLaren’s appointment of Mastercard as its title partner for the 2026 season.
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