Gucci has been announced as the title sponsor for Alpine.
Gucci has officially entered Formula 1 as the title sponsor for Alpine starting in 2027, confirming weeks of speculation about the luxury brand's connection with the Enstone team. The team announced on Wednesday that it will race under the name 'Gucci Racing Alpine Formula 1 Team' in the upcoming season. This partnership will also mark the end of Alpine's current blue-and-pink visual identity, associated with long-time sponsor BWT. Flavio Briatore, Alpine's executive advisor, expressed his enthusiasm for the deal, stating, "I am incredibly proud to partner with a prestigious brand like Gucci in Formula 1 as our title sponsor." Briatore noted that the Enstone team has a history of taking a different approach and has demonstrated that fashion can achieve success in Formula 1. The move is particularly noteworthy as former Renault CEO Luca de Meo, who brought Briatore onboard as an advisor for Alpine, left the French automaker last year to become CEO of Gucci's parent company, Kering. De Meo directly connected Formula 1’s commercial growth to Gucci’s decision, commenting, "Formula 1 has evolved far beyond the sport itself and has become one of the world’s most powerful premium content platforms." Gucci CEO Francesca Bellettini stated that Gucci is the "first luxury fashion house to act as a title partner in Formula 1." Additionally, the timing has political implications within Alpine, as the team’s ownership structure is under examination, with Otro Capital's 24 percent stake up for sale and potential interests from Christian Horner, BYD, and Mercedes.
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