Gucci becomes title partner of Alpine F1 team for 2027
Motorsport.com • • sports
Key Points:
- Alpine F1 team will be rebranded as Gucci Racing Alpine starting in 2027, following a new title partnership deal with luxury brand Gucci.
- Gucci Racing is described as a new business and experiential platform focusing on performance, precision, discipline, and excellence at the intersection of luxury and sport.
- The team will adopt Gucci's colors for its F1 livery, moving away from its current blue and pink scheme, marking Gucci as the first luxury fashion house to become a title partner in Formula 1.
- Former Alpine CEO Luca de Meo, now head of Gucci’s parent company Kering, played a significant role in securing the partnership.
- This deal follows a trend of new title partnerships in F1's evolving landscape, with McLaren recently naming Mastercard as its title partner for 2026.