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Alpine Announces Global Luxury Legend as New F1 Title Partner
Highlights
- Gucci becomes Alpine’s F1 title sponsor starting 2027 season
- Alpine rebrands as ‘Gucci Racing Alpine Formula One Team’
- New cars will feature Gucci colors, ending BWT pink livery
- Deal valued at $55-60 million annually for multiple years
- Flavio Briatore praised Gucci partnership and team’s recent progress
- Partnership blends luxury fashion with high-performance motorsport
Alpine confirms Gucci as its Formula 1 title sponsor from 2027, replacing BWT after five seasons. The multi‑year agreement is valued at an estimated $55–60 million per year.
The team will adopt the name Gucci Racing Alpine Formula One Team, introducing a rare luxury‑fashion title partnership in F1. A refreshed visual and commercial identity will accompany the change. Details appear in Gucci Racing Alpine Formula One Team.
From 2027, Alpine’s livery will switch to Gucci colors, drawing a line under the BWT‑inspired pink era. That change signals a broader recalibration of the sponsor hierarchy.
The deal is estimated at $55–60 million annually over multiple years, beginning in 2027.
The valuation strengthens Alpine’s financial platform under the cost‑cap era. While performance spending is constrained, additional income supports staffing, infrastructure, and marketing outside or alongside the cap framework.
Gucci CEO Francesca Bellettini frames F1 as a blend of performance, culture, and global reach. The collaboration is positioned to extend beyond decals into hospitality and experiential programs.
Alpine will race in Gucci colors from 2027, closing the chapter on the team’s BWT pink identity.
On track, Alpine’s start is encouraging, with 35 points from five rounds already eclipsing last year’s equivalent. That momentum underpins the commercial move and is explored in Alpine’s momentum in Formula 1.
Executive advisor Flavio Briatore endorses the partnership, while Renault Group CEO Luca de Meo provides institutional backing. Recent internal adjustments reflect that strategy, as outlined in Alpine’s new roles within the team.
Expect integrated activations, premium merchandise, and curated paddock experiences under the Gucci Racing banner. The aim is to broaden appeal without diluting the team’s core competitive focus.
Rebrand confirmed: the team will compete as Gucci Racing Alpine Formula One Team in 2027.
Competitive impact ultimately hinges on execution through the 2026 rules reset. Extra resources aid recruitment and efficiency but cannot bypass cost‑cap or sporting restrictions, making targeted signings critical to progress.
Visual Summary
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Gucci Takes the Wheel
Alpine to Race in Style
Formula 1’s most glamorous partnership begins 2027
Gucci Racing Alpine Formula One Team
Gucci Racing Alpine Formula One Team
${Math.floor((55+60)/2)}M
Annual Value
35
Points in First 5 Rounds (2026)
BWT Pink Out ⇌ Gucci Green In
“Formula 1 offers a unique mix of high performance, culture, and worldwide exposure.
Gucci Racing is so much more than just branding— it’s our entrance onto the world’s fastest stage.”
— Francesca Bellettini, Gucci CEO
Gucci Racing is so much more than just branding— it’s our entrance onto the world’s fastest stage.”
— Francesca Bellettini, Gucci CEO
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High Fashion Meets High Performance
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High Fashion Meets High Performance
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Stay tuned for Gucci’s racing debut in 2027—where the grid turns into a runway.
Daniel Miller reports on Formula 1 Grand Prix weekends with race-day analysis, team-radio highlights, and point-standings updates. He explains power-unit upgrades, aerodynamic developments, and driver rivalries in straightforward, SEO-friendly language for a global F1 audience.
