Gucci is getting into Formula One with Alpine and a new team name

In news that has been met enthusiastically by Formula One fans, fashion company Gucci has been announced as title partner to the Alpine team from 2027, and is set to race under the name of Gucci Racing Alpine Formula One Team.

The luxury fashion house is creating Gucci Racing, which they have stated will be “a new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport”.

The team will compete in Gucci colours, as a huge change from Alpine's traditional blue and pink livery.

The news comes as Alpine has had a good start to the 2026 season, rising from the bottom in 2025 to currently sitting fifth in the Teams’ Championship.

Francesca Bellettini, President and Chief Executive Officer of Gucci, said in a statement: “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 1."

 

View this post on Instagram

 

A post shared by GUCCI (@gucci)

Gucci and Alpine make a new F1 team

Alpine’s 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.

"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 1.

“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."

Get ready for a major paddock glow up in 2027!

Top image: Gucci

Keep on top of the most important media, marketing, and agency news each day with the Mediaweek Morning Report – delivered for free every morning to your inbox.