Sports
Gucci Racing Redefining The Grid In Formula One
Alpine F1 To Become Gucci F1
Beginning in the 2027 season, Alpine will completely shed its current identity to race under a new banner: Gucci Racing Alpine Formula One Team.
This deal marks the very first time a high-end luxury fashion house has taken over top-billing title sponsorship of an F1 grid contender.
The Strategic Shift: Why Gucci is Taking the Grid
The alliance between a historic French racing outfit and a legendary Florentine fashion house might seem unexpected on paper, but it is fueled by a powerful mix of corporate leadership ties and shifting global demographics.
1. The Corporate Connection: Luca de Meo
The architecture of this deal traces back to a major corporate connection. Luca de Meo, who served as the CEO of Alpine’s parent company, Renault Group, from 2020 until 2025, is now the CEO of Kering—the global luxury conglomerate that owns Gucci.
De Meo understands both the inner workings of the Enstone-based F1 team and the immense marketing capabilities of motorsport.
2. Capturing F1’s New, Diverse Audience
Formula 1 is no longer just a haven for traditional gearheads. Driven by digital media, streaming access, and lifestyle coverage, the sport has captured a massive wave of younger, more diverse, and female fans.
CEO Luca De Meo
As Kering CEO Luca de Meo noted following the announcement:
“Formula 1 has evolved far beyond sport to become one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience.”
For Gucci, an presence on the grid isn’t just about brand visibility; it’s an opportunity to drive long-term cultural relevance and commercial momentum with the next generation of luxury consumers.
What to Expect from “Gucci Racing Alpine” in 2027
This partnership goes well beyond simply placing a logo on a carbon-fiber nose cone. It will fundamentally rewrite Alpine’s identity on and off the circuit.
Goodbye Blue and Pink, Hello High Fashion
Fans should prepare for a complete aesthetic overhaul. Alpine will phase out its current blue and pink visual identity, which it has run during its partnership with outgoing sponsor BWT. Starting in 2027, the cars will debut a stunning new look centered around Gucci’s iconic red and green color palette, while a sleek black-and-gold “Gucci Racing” logo has already been unveiled to tease the upcoming aesthetic.
The Launch of “Gucci Racing”
Rather than acting as a passive billboard, the fashion house is launching Gucci Racing, described as an experimental and business platform combining precision engineering with high fashion. Expect immersive race-weekend experiences, capsule clothing collections, high-end paddock apparel, and creative collaborations that will blend elite athletic performance with runway design.
A Surging Alpine On-Track
The blockbuster partnership comes at a time of rising competitive momentum for Alpine. After enduring a difficult 2025 campaign, structural changes and executive guidance under Executive Advisor Flavio Briatore have revitalized the team. Navigating a competitive 2026 season, the team sits a strong fifth in the Constructors’ Championship, anchored by strong performances from drivers Pierre Gasly and Franco Colapinto.
At a Glance: The Gucci Racing Alpine Era
Detail | Specification
Official Team Name | Gucci Racing Alpine Formula One Team | Inaugural Season | 2027
Outgoing Sponsor | BWT
New Team Aesthetics | Iconic Gucci red and green; black-and-gold racing emblem
Core Strategy | Creative crossover targeting youth culture and female demographics
With Formula 1’s commercial footprint expanding alongside luxury rivalries—notably following LVMH’s sweeping multi-brand partnership with the sport—the grid is quickly becoming the ultimate runway. When 2027 arrives, Alpine won’t just be racing for podiums; they’ll be setting the global standard for sports luxury.
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