Gucci joins F1 by teaming up with Alpine team for 2027 season

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Next year, Formula 1 racing and high fashion will come together thanks to a new partnership between Gucci and the Renault-owned Alpine team.

Red Bull is already a major player in racing, competing with established teams like Ferrari and McLaren.

Starting next season, you’ll see Gucci branding on Renault and Alpine Formula 1 cars. The fashion house has signed a sponsorship deal and will be collaborating with the team.

Gucci Racing joins forces with Renault’s Alpine team

Starting in the 2027 season, Gucci will officially enter Formula 1 racing. The company revealed its plans on social media.

Okay, so I just saw the news – Gucci is officially getting into Formula 1! It’s not happening right away, they’ll be the main sponsor for the Alpine team starting in 2027. But it sounds like they’re building something bigger too, called Gucci Racing. Basically, they’re trying to blend the luxury brand with the excitement of racing, creating a whole new experience for fans – and probably a lot of cool merch. I’m definitely intrigued to see how this plays out!

Gucci is joining the world of Formula One! Starting in 2027, the brand will be the title partner of the Alpine F1 Team and launch Gucci Racing—a new initiative that blends luxury with the excitement of motorsports. #GucciRacing @AlpineF1Team

— gucci (@gucci) May 27, 2026

Alpine’s current sponsor, BWT, will be replaced. This will be the first time a Formula 1 team has partnered with a luxury clothing brand.

Starting next season, the Alpine Formula 1 team will be officially known as ‘Gucci Racing Alpine F1 Team’, though it will still be listed as ‘Alpine’ in official race entries.

When these two join forces, expect a stylish look! They revealed their partnership on Wednesday with a Gucci-themed car cover featuring the brand’s famous red and green stripe. The official Formula 1 website reports that this Gucci color scheme will replace Alpine’s current blue and pink branding.

Although Renault still oversees the Alpine team, they are now using Mercedes engines. After finishing last in the 2025 Formula 1 season, Alpine has significantly improved and is currently fifth in the championship standings.

Flavio Briatore, an advisor to the Alpine Formula 1 team, expressed his enthusiasm for the new partnership with Gucci, believing it will lead to exciting opportunities worldwide. He highlighted Alpine’s unique approach and past success in blending fashion and Formula 1, suggesting they can once again achieve a winning combination.

Alpine is performing better on the racetrack than ever before, and they’ve already scored more points at the beginning of this season than they have in any previous season. This partnership with Gucci highlights the team’s increasing success and positive energy.

Gucci president Francesca Bellettini explained that this partnership demonstrates the brand’s goals and the position it wants to hold globally. She believes Formula 1 is a special combination of speed, culture, and worldwide popularity, and that the Alpine Formula One Team is the ideal collaborator to achieve this vision.

Gucci Racing isn’t just about being involved in racing; it represents our brand’s identity and our vision for the future.

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2026-05-27 17:51