The world of Formula 1 is witnessing a huge, fully official participation that will radically change the culture of sports and luxury consumption. French racing team Alpine has decided to part ways with its long-time sponsor BWT. Following this separation, the group signed a multi-year sponsorship agreement with the Italian giant Gucci, one of the largest representatives of the luxury fashion industry on a global scale. This breakthrough, which made a big impact in the industry, opens the door to a new era in the history of motor sports, rather than an ordinary sponsorship.

Gucci F1 Alpine Period Begins in 2027

According to official statements, this giant partnership will take its place on the tracks starting from 2027. Starting next year, the official name of the French team will be ” Gucci Racing Alpine Formula One TeamWith this move, Gucci became the first luxury fashion house to be the main title sponsor in the history of Formula 1. Although the official financial details of the partnership are kept secret, according to information leaked from the Formula 1 backstage, it is stated that the annual cost of this giant agreement is approximately between 50 and 60 million dollars. .

The partnership does not aim to use just one logo; A completely new business and experience platform called “Gucci Racing” is being established, bringing together luxury, performance and discipline. Starting from the next period, all paddock clothes to be worn by mechanics and pilots, as well as team-specific comfort-oriented collections, will be designed entirely under this platform.

New Color System and Design Details

With the announcement of the agreement, the brand’s new logo, featuring the iconic letter “G” and designed with a black and gold color palette, was presented to racing fans. This logo design will completely shape the appearance of the racing vehicle that the team will put on the track in 2027. Alpine has officially committed to abandoning its current iconic blue and pink color scheme altogether and switching directly to the corporate color scheme of the Italian fashion house.

The architects behind this extraordinary partnership were Flavio Briatore, senior consultant of the Alpine team, and Luca de Meo, who manages the parent company Kering. The French team, which rose from the ashes after a strong period in 2025, made the best start of its history and rose to 5th place in the Squads Championship.

Briatore said about the partnership: “It is incredibly proud that such a reputable world brand has joined us under the umbrella of Formula 1. I look forward to achieving extraordinary things at the global level with the growing momentum of the group.”

Gucci President and CEO Francesca Bellettini stated that Formula 1 represents a unique combination of high performance and contemporary culture today, and that Alpine is the truest partner to realize this progressive vision. Gucci F1 Alpine partnership, which brings together the two giants of the sector, seems ready to change the stability in the fashion world both on and off the catwalk.