F1 news: Alpine announce Gucci as new title sponsor from 2027

French Formula One team Alpine have announced a new title partnership with luxury Italian fashion house Gucci.

The collaboration will introduce the brand of Gucci Racing into the world of motorsport.

Luxury branding

Currently operating as BWT Alpine Formula One Team, the French outfit will see a transference of title sponsor starting in 2027.

From that point onwards, the team will be known as Gucci Racing Alpine Formula One Team, marking the introduction of the Italian fashion brand into the motorsport sphere.

Gucci Racing describes itself 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, currently housing drivers Pierre Gasly and Franco Colapinto, has also announced that it will race in Gucci colours, so fans can expect some black and gold.

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Gucci partnership

Francesca Bellettini, president and CEO of Gucci, said: “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 One.

“That reflects our ambition for the brand and the role we want Gucci to play on this stage.

“Formula One represents today a unique convergence of performance, culture and global reach, and Alpine Formula One Team is the right partner to bring this vision to life.

“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.

“We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.”

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Alpine excitement

Flavio Briatore, executive advisor of the Alpine F1 team, said: “Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of.

“Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level.

“The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One.”

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