Alpine has announced the signing of a new F1 title partnership deal with major fashion brand Gucci.
The collaboration will come into effect from the 2027 campaign, bringing an end to BWT’s five-year stint as the French squad’s title partner.
The deal will see the team enter next year under the official title ‘Gucci Racing Alpine Formula One Team’.
While the BWT-inspired car livery has seen Alpine incorporate pink into its design in recent years, a major shift is set to occur next year.
As part of the new alliance, Alpine has declared it will “compete in the Gucci colours” when it takes to the track at the start of 2027.
RacingNews365 understands it is a multi-year deal, with paddock estimates suggesting it is worth roughly $55-60 million per year.
“This partnership with Alpine F1 Teams writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in F1,” said Gucci CEO Francesca Bellettini.
“That reflects our ambition for the brand and the role we want Gucci to play on this stage. F1 represents today a unique convergence of performance, culture, and global reach, and Alpine F1 Team is the right partner to bring this vision to life.
“Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come.
“We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.”
The start of the partnership sees the birth of ‘Gucci Racing’, which the team has described as a new “business and experiential platform”.
Alpine’s announcement comes amid its positive start to the current campaign, scoring 35 points across the opening five rounds and already surpassing its total tally from last year.
Alpine executive advisor Flavio Briatore added: “Partnering with a prestigious brand of Gucci’s calibre in F1 as title partner of Alpine F1 Team is something I am incredibly proud of.
“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 F1.
“With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team.
“I would like to thank Luca [de Meo] and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life.”