Gucci Rebrands Alpine in Formula One Title Partnership from 2027

Italian luxury fashion house Gucci has signed a landmark multi-year agreement to become the title partner of the Alpine Formula One team.

Commencing at the start of the 2027 FIA Formula One World Championship, the French squad will officially rebrand and race under the name of the Gucci Racing Alpine Formula One Team.

The commercial transaction represents a crossover between elite motorsport and high-end fashion, marking the first time in history that a luxury fashion house will serve as a primary title partner for a Formula One constructor.

Commenting on the partnership, Alpine Formula One team executive advisor, Flavio Briatore, said: “Partnering with a prestigious brand of Gucci’s calibre in Formula 1 as title partner of Alpine Formula One 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,” Briatore said.

Strategic Integration and Commercial Rebrand

The collaboration will completely overhaul Alpine’s existing commercial and visual identity.

Financially, while official figures remain undisclosed by the parties, industry insiders estimate the premium agreement to be worth between USD50 million (AUUD69 million )and USD60 million (AUD83 million) per season.

The rebrand will directly alter the aesthetic layout of the team on the global stage. The strategic features of the corporate rollout will be executed across several operational layers:

• The racing team will officially abandon its long-standing blue and pink livery to compete primarily in Gucci colours.
• The visual design will incorporate a sophisticated palette featuring Gucci’s signature red, green, black, and gold monogram elements, whilst retaining a minor touch of historic Alpine racing blue.
• Bespoke apparel collections will be developed under the collaboration, outfitting drivers, mechanics, and hospitality staff in specialised gear that blends high-fashion design with technical performance requirements.
• The luxury brand will introduce a dedicated experiential business platform called Gucci Racing to drive international consumer engagement through exclusive high-end client activations, lifestyle products, and digital content.

Commercial Momentum Amid On-Track Recovery

After enduring a difficult 2025 campaign where the squad languished near the bottom of the standings, Alpine has engineered an impressive recovery in the ongoing 2026 season.

The team currently sits in a strong fifth position in the World Constructors’ Championship, recording its highest-ever points total to start a season and providing a powerful, upwardly mobile marketing platform for its incoming luxury partner.

Don’t miss out on the latest in sports business – Subscribe today to the free Ministry of Sport newsletter and stay ahead of the game. For even more exclusive insights, event tickets, professional development and networking events, become a MoS Member today!.