Gucci’s Formula 1 partnership with Alpine will begin in 2027, bringing a new title identity to the team and introducing a different visual direction. From next season, Alpine will compete as Gucci Racing Alpine Formula One Team, reflecting a wider collaboration between the racing operation and the luxury fashion company. The agreement also includes a shift in team colours, ending Alpine’s current blue and pink design as Gucci branding moves to the forefront.

Alongside the title sponsorship, Gucci plans to launch Gucci Racing, described as a new business and experience-focused platform tied to ideas of precision, discipline, performance, and excellence. The effort sits where luxury and sport meet and forms part of the company’s broader involvement in Formula 1 through its relationship with Alpine. The partnership reshapes not only the team’s identity but also how Gucci presents itself in the racing environment.

Alpine Executive Advisor Flavio Briatore said the partnership represents an important development for the team and highlighted the possibilities he sees from working with Gucci on a global level. He also referred to Alpine’s history of approaching Formula 1 differently, pointing to moments where fashion and racing have shared space within the team’s image and direction. Briatore connected the agreement to stronger performances already taking shape on track.

He also cited Alpine’s improved season form, saying the team has reached its strongest points total at this stage of a campaign. Briatore thanked Luca de Meo and Gucci leadership for supporting the work behind the collaboration. On the Gucci side, President and Chief Executive Officer Francesca Bellettini described the agreement as a new chapter for the brand and said Formula 1 offers a mix of performance, culture, and worldwide reach.

Bellettini added that Gucci Racing represents more than visibility during race weekends and reflects where the company aims to position its brand. The announcement arrives during a stronger period for Alpine, with the team moving from the bottom of the standings in 2025 to fifth place in the 2026 Teams’ Championship. That rise gives additional context to the timing of a partnership designed to reshape the team’s future identity.

📊 What This Means (Our Analysis)

This partnership matters because it combines a Formula 1 team and a luxury fashion house through a deeper arrangement than branding alone. The creation of Gucci Racing, together with a renamed team and visual overhaul, points to a broader identity shift that connects competition, image, and business ambitions under one structure.

For Alpine, the timing reinforces progress already visible in team results and creates a clearer sense of momentum around its Formula 1 project. The changes suggest an effort to build a stronger international profile while linking competitive improvement with a refreshed public identity.

📌 Our Take: The 2027 season may come to define how Formula 1 partnerships stretch beyond sponsorship into brand identity.