Milan, May 28, 2026 – The Europe Today: Italian luxury fashion house Gucci has announced that it will enter the world of Formula One as the title sponsor of the Alpine F1 Team starting from the 2027 season, marking a landmark crossover between high fashion and motorsport.
Under the agreement, Gucci will replace BWT as the title partner of the Renault-owned team, which is led by Flavio Briatore. The team will compete under the new name “Gucci Racing Alpine Formula One Team” and will race in Gucci-branded colours.
Gucci President and CEO Francesca Bellettini said the partnership marks a historic milestone for both the brand and Formula One.
“This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One,” she said.
She added that the collaboration reflects Gucci’s ambition to expand its global presence and engage with Formula One’s unique blend of performance, culture, and worldwide audience reach.
“Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One Team is the right partner to bring this vision to life,” Bellettini stated.
She further described “Gucci Racing” as more than a branding exercise, calling it a deeper expression of the brand’s identity and future direction.
“We are grateful to Alpine and the entire Renault Group for sharing this ambition with us,” she added, noting that further developments are expected in the coming years.
