Alpine F1 will transform into 'Gucci Racing' in 2027.
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The rumors have indeed been confirmed: the renowned Italian fashion brand Gucci is making its entry into Formula 1, aligning with the French team, Alpine. Starting in 2027, Alpine will officially be known as Gucci Racing Alpine F1 Team. While the new livery has not yet been revealed, I must say I'm eagerly anticipating it.
Alpine, famous for its striking blue-and-pink BWT livery, has just signed a partnership with Gucci, although the details regarding the length and financial terms remain undisclosed. It is understood that the agreement was largely arranged by former Alpine CEO Luca de Meo, who is currently at the helm of Kering, the parent company that owns the fashion label.
This partnership is significant for both Alpine and F1. In its long-term effort to enhance its global visibility and brand identity in order to appeal to a younger and more diverse demographic, securing Gucci is a major accomplishment. The iconic brand, known for its Italian roots and for challenging conventional norms in haute couture, resonates with people of all ages, making it an aspirational name regardless of one’s purchasing power.
In a similar vein to LVMH's extensive engagement in F1 through its TAG Heuer, Louis Vuitton, and Moet advertising, Gucci aims to leverage F1's substantial growth since the pandemic, particularly in the North American market.
“Gucci marks the first luxury fashion house to be a title partner in Formula One, demonstrating our aspirations for the brand and the role we envision Gucci playing on this platform,” stated Francesca Bellettini, President and CEO of Gucci. “Today's Formula One embodies a unique fusion of performance, culture, and global presence, and we believe Alpine Formula One Team is the ideal partner to realize this vision.”
The team's well-known leader, Flavio Briatore, expressed, “Collaborating with a prestigious brand like Gucci as a title partner in F1 is a source of immense pride for me. I am also thrilled about the potential this partnership holds and what we can accomplish together on a global scale. The Enstone Team has a history of breaking the mold and has previously shown that fashion can indeed take the lead in Formula One.”
Currently, Alpine is positioned fifth in the constructors’ championship with 35 points, sitting between the Racing Bulls and Red Bull Racing, ahead by 14 points and trailing by 22 points, respectively.
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