Alpine signs new Title Partnership with Gucci

French Formula One team Alpine has announced a new partnership agreement with luxury fashion house Gucci, who is set to become the team’s Title Partner starting from the Formula One 2027 season. The partnership agreement will see Alpine race under the name ‘Gucci Racing Alpine Formula One Team’ and also compete in Gucci colours. The partnership is set to go beyond the track where Gucci will have prominent visibility with the deal set to see multiple activations across a range of initiatives over the coming seasons from content and product to high-end client experiences and exclusive engagements.

François Provost, Chief Executive Officer of Renault Group, commented,

“Formula One is one of the most dynamic and attractive platforms in global sport. For Renault Group, as a historic Formula One manufacturer, it is a powerful asset to support Alpine’s ambition: building awareness, desirability and influence across markets, while reaching new audiences and young generations. We welcome the opportunity to engage with Kering through this collaboration, as we look forward to our collaboration with Gucci from 2027 onward.”

Flavio Briatore, Executive Advisor of Alpine Formula One Team, added,

“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. 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. 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.”

Luca de Meo, Chief Executive Officer of Kering, stated,

“Formula One has evolved far beyond sport to become one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience. As 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.”

Francesca Bellettini, President and Chief Executive Officer of Gucci, added,

“This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One. That reflects our ambition for the brand and the role we want Gucci to play on this stage. Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One 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.”