Gucci will become the title sponsor of Alpine.
The fashion house Gucci and the Alpine team have signed a title partnership contract that will take effect in the 2027 season. Next year, the Alpine team will compete under the name Gucci Racing Alpine Formula One Team, with cars painted in Gucci's signature colors.
As part of this collaboration, Gucci Racing is being launched—a new business and experimental platform built on the values of efficiency, precision, discipline, and excellence at the intersection of luxury and sports.
Francesca Bellettini, President and CEO of Gucci: "The partnership with the Alpine team opens a new chapter: Gucci becomes the first premium fashion house to serve as the title partner of a Formula 1 team. This reflects our ambitions for the brand and the role we want Gucci to play in this arena.
Today, Formula 1 represents a unique blend of high achievement, culture, and global reach, and the Alpine team is the perfect partner to bring this concept to life.
Gucci Racing is not just a presence on the starting grid: it is an expression of who we are and where we want to take the brand. And this is just the beginning. We are grateful to Alpine and the entire Renault group for sharing these ambitions with us."
Flavio Briatore, Executive Advisor of the Alpine team: "I am incredibly proud that such a prestigious brand as Gucci has become the title partner of the Alpine team.
I look forward to the opportunities that the partnership with Gucci opens up and the great achievements we can accomplish together on a global scale.
The team from Enstone has always distinguished itself by its approach to business and has already proven that fashion can take center stage in Formula 1. I would like to thank Luca de Meo and Francesca Bellettini for their trust and commitment to the project, as well as for their help in realizing this partnership."
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