Italian fashion company Gucci will become the title partner of Formula 1 team Alpine from the 2027 season, marking a historic moment in Formula 1 history. The luxury fashion house will replace water treatment company BWT, which has been Alpine's title sponsor since 2022.

A New Era for Alpine

The team will be known as the Gucci Racing Alpine Formula One Team, incorporating Gucci's signature color scheme of black, gold, red, and green on its livery. This represents a significant departure from the blue and pink colors that have defined the team during its partnership with BWT.

"Partnering with a prestigious brand of Gucci's calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of," said Flavio Briatore, Alpine executive advisor, in a press release. "Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level. The Enstone team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One."

Historic First for Fashion Industry

Gucci becomes the first fashion company to become the title sponsor of an F1 team, representing a significant shift in the sport's commercial landscape. The deal also sees the launch of Gucci Racing, described as "a new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport."

Alpine's Resurgence

Alpine is enjoying a resurgence after a difficult 2025 season, with drivers Pierre Gasly and Franco Colapinto currently in 8th and 11th positions respectively in the drivers' championship. The team sits fifth in the constructors' standings, having scored 35 points combined – exceeding last year's total of 22 points only five races into the campaign.

Fashion Brands Flocking to F1

According to analysis by deputy managing F1 editor Patrick Iversen, the deal represents a significant shift in Formula 1's commercial partnerships. "Gucci becomes the first luxury fashion house to take title sponsorship of an F1 team – a first that would have felt out of place not long ago, when the grid was populated by energy drinks and financial services," Iversen wrote.

The Luca de Meo connection makes the partnership less surprising than it initially appears. De Meo ran Renault, pushed Alpine into F1 as a brand-building exercise, and then moved to Kering (Gucci's parent company) last year.

Moving on from BWT's pink and blue puts a line under that era, while Gucci gains the global reach that Formula 1 now reliably delivers, particularly in the United States. Other fashion brands have already entered the sport: LVMH became a global partner with F1 in 2025, Tommy Hilfiger is heavily involved with Cadillac, and Hugo Boss is a major partner of Aston Martin.

"Don't be surprised if Gucci is just the first of a few luxury fashion brands to become a title sponsor over the next few years," Iversen added.