Luxury fashion brand Gucci is reportedly set to enter the world of Formula 1 by becoming the title sponsor of the Alpine F1 team in 2027.
According to a report by GPBlog, the current title sponsor of Alpine, BWT, will end its association with the French team at the end of this year. For the 2027 season, Alpine will be renamed to Gucci Alpine Formula One Team.
Former Renault CEO Luca de Meo, who played a major support role in Alpine’s F1 presence, is said to be the link that made the Gucci-Alpine deal possible.
De Meo is the CEO of the French multinational luxury group Kering, which happens to be Gucci’s parent company. Through a partnership with Alpine, Gucci will gain access to premier class racing, widening its scope to a growing fanbase across America and Europe.
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The financials have been kept confidential, but GPBlog confirms that the deal is expected to benefit Alpine by “tens of millions” of dollars. When Alpine was asked about its link with Gucci, the team gave a typical response, which read:
“Alpine Formula One Team is constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners. The discussions are however always kept confidential and they are disclosed only when confirmed and agreed by all parties.”
Alpine F1 Has Showcased an Impressive Rise in 2026
With four races ticked off the 2026 F1 calendar, Alpine has been placed fifth in the Constructors’ Championship with 23 points, a significant improvement over its last-place finish in 2025 with just 22 points.
The 2026 season is Alpine’s first as a Mercedes customer team, and the results thus far indicate that the partnership seems to be working well.
The Enstone-based team trails Red Bull Racing by just 7 points, and given Pierre Gasly’s form this season, who holds 16 points and is placed 9th in the Drivers’ Standings, Alpine seems well-placed to beat Red Bull.
Gasly’s teammate, Franco Colapinto, is not too far behind in the standings, placed in P11 with 7 points. Considering Alpine’s turnaround this season, a partnership with Gucci could be on the cards. Only time will tell if the rumor is true.
