Gucci Enters F1 as Alpine Lands Luxury Fashion Giant as Title Sponsor
· Yahoo Sports
Gucci has officially entered the world of Formula One by becoming the title sponsor of the Alpine F1 team, which will be identified as Gucci Racing Alpine Formula One Team from the start of the 2027 season.
That means Alpine’s association with BWT could be in its last year, although there is no official confirmation of whether they plan to end the partnership or continue it in another form.
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According to a press release by Alpine, the partnership will introduce Gucci Racing, a business and experiential platform “built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport.”
Gucci’s collaboration with Alpine marks the first time a luxury fashion house has served as a title sponsor for an F1 team.
Alpine Press ImageMotorBiscuit reported two weeks ago that former Renault CEO Luca de Meo, who played a major supporting role in Alpine’s F1 presence, was said to be the link that made the Gucci-Alpine deal possible.
De Meo is the CEO of the French multinational luxury group Kering, which happens to be Gucci’s parent company. Speaking on the Gucci-Alpine partnership, De Meo said in a statement:
“Formula One has evolved far beyond sport to become one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience. As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.”
Flavio Briatore, Executive Advisor of Alpine Formula One Team, added:
“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. With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team. I would like to thank Luca [de Meo] and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life.”
Francesca Bellettini, President and Chief Executive Officer 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.”