Gucci has been officially announced as the title sponsor for Alpine.

Gucci has been officially announced as the title sponsor for Alpine.

      Gucci has officially joined Formula 1 as the title sponsor for Alpine starting in 2027, confirming weeks of speculation that linked the luxury brand with the Enstone team. The team announced on Wednesday that it will race under the name "Gucci Racing Alpine Formula 1 Team" beginning next season. This partnership will also bring an end to Alpine’s current blue-and-pink color scheme, which has been associated with long-time sponsor BWT. Alpine executive advisor Flavio Briatore expressed his enthusiasm about the deal. "Teaming up with a prestigious brand like Gucci in Formula 1 is something I am extremely proud of,” Briatore stated. “The Enstone team has a history of approaching things differently and has demonstrated that fashion can indeed succeed in Formula 1." This development is particularly noteworthy since former Renault CEO Luca de Meo, who recruited Briatore as an Alpine advisor, left the French automaker last year to take the helm at Kering, Gucci's parent company. De Meo openly connected the commercial growth of Formula 1 to Gucci's decision. "Formula 1 has progressed far beyond just a sport," he remarked. "It has transformed into one of the world's leading premium content platforms." Gucci CEO Francesca Bellettini noted that Gucci is the "first luxury fashion house to act as title partner in Formula 1." The timing of this partnership is also significant from a political standpoint within Alpine. The team’s ownership structure is currently under examination, with Otro Capital’s 24 percent stake up for sale, and Christian Horner, BYD, and Mercedes all linked to potential involvement.

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Gucci has been officially announced as the title sponsor for Alpine.

Formula 1 | Gucci has formally become the title sponsor of Alpine starting in 2027, putting to rest weeks of increasing speculation about the luxury brand's involvement.