{"id":698450,"date":"2026-05-28T02:51:09","date_gmt":"2026-05-28T02:51:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/698450\/"},"modified":"2026-05-28T02:51:09","modified_gmt":"2026-05-28T02:51:09","slug":"gucci-signs-on-as-title-partner-of-the-alpine-formula-1-team","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/698450\/","title":{"rendered":"Gucci Signs on as Title Partner of the Alpine Formula 1 Team"},"content":{"rendered":"

\n\tGucci<\/a> has signed on as title partner of the Alpine Formula 1<\/a> Team, which beginning with the 2027 season will compete in Gucci<\/a> colors under the banner Gucci Racing Alpine Formula 1<\/a> Team.<\/p>\n

\n\tFinancial terms for the multiyear deal were not disclosed.<\/p>\n

\n\tThe F1 team partnership represents the first volley for Gucci Racing, \u201ca new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport,\u201d the Italian fashion house said in a statement Wednesday.<\/p>\n

\n\t\u201cConceived to extend well beyond trackside visibility, the partnership will be activated across a range of initiatives over the coming seasons \u2014 from content and product to high-end client experiences and exclusive engagements \u2014 with the ambition to build a distinctive and high-impact platform over time,\u201d it detailed.<\/p>\n

\n\tGucci characterized the Alpine team as a first for a luxury fashion house, and one that would \u201cenable Gucci to reinforce the brand\u2019s desirability, visibility and cultural relevance at a scale and frequency that few other platforms can offer.\u201d<\/p>\n

\n\tThe tie-up had already been mooted in multiple media reports and adds to fashion\u2019s fevered interest in Formula 1. The number of sponsorships between brands and teams, drivers and the sport itself have multiplied in recent years, with the likes of Louis Vuitton<\/a>, Tommy Hilfiger, Adidas, Hugo Boss and Puma all implicated.<\/p>\n

\n\tIt seems a natural project for Luca de Meo, the former Renault Group honcho who became chief executive officer of Gucci parent Kering<\/a> last September, and who has already recruited several top executives from the automotive industry. During his five-year tenure at Renault, de Meo played a key role in developing Alpine\u2019s Formula 1 program.<\/p>\n

\n\t\u201cFormula 1 has evolved far beyond sport to become one of the world\u2019s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience,\u201d de Meo commented. \u201cAs a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.\u201d<\/p>\n

\n\tFrancesca Bellettini, president and CEO of Gucci, said the Alpine deal signals \u201cour ambition for the brand and the role we want Gucci to play on this stage. Formula 1 represents today a unique convergence of performance, culture, and global reach, and Alpine Formula 1 Team is the right partner to bring this vision to life.<\/p>\n

\n\t\u201cGucci 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,\u201d she added.<\/p>\n

\t\t\t\t\t\t\"\"<\/p>\n

\t\t\t\t\tFlavio Briatore and Francesca Bellettini<\/p>\n

\t\t\t\t\t\t\t\t\tjean-francois ROBERT\/Courtesy of Gucci<\/p>\n

\n\tDuring a press briefing at Kering\u2019s Paris headquarters with a handful of journalists, Bellettini characterized the partnership as a \u201cvery bold, very Gucci move\u201d \u2014 and a wide-ranging initiative.<\/p>\n

\n\t\u201cIt\u2019s not just putting a logo on a car or a helmet. It\u2019s a real partnership that involves a 360 collaboration,\u201d she said, seated in front of a monitor broadcasting the new black-and-yellow Gucci Racing logos of interlocking Gs.<\/p>\n

\n\tShe made it clear that Gucci\u2019s creative director Demna is a Formula 1 fan and \u201cfully involved because every project we do at Gucci embeds business and creativity.\u201d<\/p>\n

\n\tThe Georgian designer was implicated in the design of the new logo and \u201cyou will be able to see moving forward how much his creativity is brought also inside the paddock, the grid, and everything that we\u2019re going to do.\u201d<\/p>\n

\n\tAsked about fashion-related projects the partnership might yield, Bellettini suggested there would be many but \u201cnot easily accessible.\u201d<\/p>\n

\n\tWill Gucci do a complete takeover of the cars for the new Gucci Racing Alpine Formula 1 Team?<\/p>\n

\n\t\u201cAs much as possible,\u201d Bellettini said, prompting a round of chuckles. \u201cFor whomever is familiar with Demna, you know that he is a unique creative director who gets excited by new opportunities and challenges.\u201d<\/p>\n

\n\tThe executive noted that Gucci, founded in 1921, has had dalliances with the car industry and auto racing, mentioning that the grandson of founder Aldo Gucci was a race car drive.<\/p>\n

\n\t\u201cIn 1970, Gucci was the first luxury brand to create a partnership with AMC to actually create a sports car together, and it went far beyond simple personalization,\u201d she said. Subsequently, Gucci did collaborations with carmakers Cadillac, Rolls-Royce and Fiat.<\/p>\n

\n\tThe Alpine brand was founded in 1955 by Jean R\u00e9d\u00e9l\u00e9 and has been fully controlled by Renault Group since 1973. Its Formula 1 team ranks fifth in the 2026 standings. The Monaco Grand Prix is the next race, scheduled for June 7.<\/p>\n

\n\t\u201cAs a historic Formula 1 manufacturer, it is a powerful asset to support Alpine\u2019s ambition: building awareness, desirability and influence across markets, while reaching new audiences and young generations,\u201d said Fran\u00e7ois Provost, CEO of Renault Group. <\/p>\n

\n\tDuring the press briefing, Philippe Krief, CEO of Alpine, held out hope that Gucci would help it learn more about fanning product desirability \u2014 and make further inroads with female consumers, who influence 70 percent of all car purchases.<\/p>\n

\n\tFlavio Briatore, executive adviser of Alpine Formula 1 Team, expressed his excitement \u201cabout 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 1.\u201d<\/p>\n

\n\tBriatore was referring to wins in the mid-\u201990s when the team was associated with Benetton and pilot Michael Schumacher.<\/p>\n

\n\tIn an interview with WWD, the Italian marveled how the average age of Formula 1 fans has roughly halved in the past five years, crediting the social media prowess and appeal of its famous young pilots, including Alpine\u2019s own Pierre Gasly.<\/p>\n

\n\t\u201cWe are very proud to have Gucci involved,\u201d he said. \u201cFormula 1 is the place to be!\u201d<\/p>\n","protected":false},"excerpt":{"rendered":"Gucci has signed on as title partner of the Alpine Formula 1 Team, which beginning with the 2027…\n","protected":false},"author":2,"featured_media":698451,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[441],"tags":[49,48,578,576,577,50364,94098,82],"class_list":["post-698450","post","type-post","status-publish","format-standard","has-post-thumbnail","category-formula-1","tag-ca","tag-canada","tag-f1","tag-formula-1","tag-formula1","tag-gucci","tag-sponsorship","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/698450","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=698450"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/698450\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/698451"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=698450"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=698450"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=698450"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}