Italian fashion company Gucci will become the title partner of Formula 1 team Alpine from the 2027 season.
Gucci will replace water treatment company BWT, which has been Alpine’s title sponsor since 2022.
The team will be known as Gucci Racing Alpine Formula One Team and Alpine will incorporate Gucci’s signature color scheme of black, gold, red and green on its livery. During its partnership with BWT, Alpine’s cars have primarily used the Austrian firm’s blue and pink.
“Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of,” Flavio Briatore, Alpine executive advisor, said in a press release. Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level. The Enstone team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One.
Gucci will become the first fashion company to become the title sponsor of an F1 team, per the press release. The deal also sees the launch of Gucci Racing, described as “a new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport.”
Alpine will move away from their pink and blue BWT livery (Geoff Robins / AFP via Getty Images)
Alpine is enjoying a resurgence after a difficult 2025 season, with drivers Pierre Gasly and Franco Colapinto in 8th and 11th respectively in the drivers’ championship and Alpine fifth in the constructors’ standings. The pair have scored 35 points combined, exceeding last year’s total of 22 points (all of which were scored by Gasly) only five races into the campaign.
Don’t be surprised if more fashion brands follow suit
Analysis by deputy managing F1 editor Patrick Iversen
It’s a significant deal. Gucci becomes the first luxury fashion house to take title sponsorship of an F1 team – a first that would have felt out of place not long ago, when the grid was populated by energy drinks and financial services.
The Luca de Meo connection makes it less surprising than it looks. He ran Renault, pushed Alpine into F1 as a brand-building exercise, then moved to Kering last year. One plus one equals Gucci Racing.
Alpine get some extra financial firepower to close the gap to the front, and the Gucci name has significantly more cachet than BWT, an Austrian water treatment system manufacturer. Now a Mercedes customer for engines, Alpine is enjoying an upswing in 2026. Moving on from BWT’s pink and blue puts a line under that era, and Gucci gets the global reach F1 now reliably delivers, particularly in the United States.
LVMH became a global partner with F1 in 2025. Tommy Hilfiger is heavily involved with Cadillac, and Hugo Boss is a major partner of Aston Martin. You can see where the winds are blowing. Don’t be surprised if Gucci is just the first of a few luxury fashion brands to become a title sponsor over the next few years.