Alpine will open a new chapter in its history in 2027 with the arrival of Gucci as title sponsor, in a multi-year partnership estimated at over 150 million dollars and driven by the ambition to bring F1 closer to luxury and culture.
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Alpine will officially change its identity next season with the arrival of Gucci as the title sponsor of the French team, a first in recent Formula 1 history for a luxury fashion house.
The partnership, concluded over several years, will see the Enstone team compete under the name “Gucci Racing Alpine F1 Team,” while a new black and gold logo inspired by the Italian brand’s visual identity will accompany this transformation. According to several estimates, the deal would represent between 50 and 60 million dollars per season, with bonuses linked to sporting performance, for a total potential value exceeding 150 million dollars.
The livery of the 2027 car is also expected to strongly reflect the Gucci universe, although Alpine intends to retain part of its historic visual identity, notably its iconic blue.
Briatore behind the Alpine-Gucci deal
The deal was led by Alpine’s executive advisor, Flavio Briatore, already known for having linked fashion to F1 during the Benetton era in the 1990s.
“Securing a partnership with a brand as prestigious as Gucci as Alpine’s title partner in F1 is something I am incredibly proud of,” he said.
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“I am also excited about the opportunities this partnership brings and the great things we can achieve together on a global scale. The Enstone team has a history of different approaches and has already shown that fashion can win in Formula 1.”
Beyond the financial contribution, Gucci is also expected to design dedicated equipment for the team, including paddock outfits as well as specific products intended for mechanics and drivers.
Why Gucci is choosing Formula 1 now
The Italian house believes that F1 now constitutes a strategic ground for its global development, as the championship attracts a younger, more international, and more female audience than before.
Francesca Bellettini explained: “This reflects our ambition for the brand and the role we want Gucci to play on this stage.”
“F1 today represents a unique convergence of performance, culture, and global reach, and Alpine is the right partner to bring this vision to life.”
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