Luxury fashion house Gucci has signed a massive, multi-year agreement to become the official title partner of the Alpine Formula 1 team starting from the 2027 season.
The historic partnership will see the French team officially rebranded, integrating Gucci’s iconic branding, colors, and high-end fashion design directly onto the race cars and driver race suits.
This landmark deal marks Gucci’s first-ever direct title sponsorship in premier motorsport, highlighting the luxury fashion industry’s booming interest in F1’s rapidly growing global audience.
Alpine management expressed immense excitement over the collaboration, stating that combining elite motorsport engineering with world-class Italian luxury will completely redefine their lifestyle and commercial brand identity.
The long-term alliance is expected to bring a wave of exclusive merchandise collections, high-profile paddock events, and creative marketing campaigns well ahead of their official on-track debut together in 2027.
