Gucci F1 sponsorship will make the Italian luxury house the title partner of the Alpine F1 Team from the 2027 season, Gucci and Alpine confirmed Wednesday.
The multiyear deal will rename the squad the Gucci Racing Alpine Formula One Team, and marks the first time a major luxury fashion house has taken a primary title role in Formula 1, the companies said.
Two people familiar with the negotiations, who requested anonymity to discuss confidential commercial terms, said the arrangement is worth about $50 million to $60 million per season.
What the Gucci F1 sponsorship entails
The partnership will create a branded platform called Gucci Racing, combining performance and high fashion to reach Formula 1's growing global audience.
Alpine will keep its signature racing blue as a team color, but cars for 2027 will predominantly feature a matte black livery accented with Gucci's red and green stripe and a gold interlocking G emblem, the companies said.
Gucci will also design team apparel, from drivers' race suits and crew gear to hospitality and off-track looks meant for promotional events and brand activations.
Background and leadership
The move was driven in part by Kering CEO Luca de Meo, who previously served as CEO of Renault Group and raised Alpine's profile inside that organization.
Flavio Briatore, an Alpine adviser who helped Benetton reach championship success in the 1990s, has long advocated for fashion and motorsport crossovers, and he welcomed the deal in statements to industry media.
Why luxury brands pursue Formula 1
Executives say Formula 1 provides a global, premium stage where brands can reach wealthy, engaged audiences across continents and media platforms.
Formula One Management, the sport's commercial rights holder, has worked to expand race calendars and broadcast reach, and sponsors view that expansion as an opportunity to blend performance credentials with lifestyle appeal.
Industry consultants note that Gucci's entry as a title partner follows a broader trend of fashion houses seeking deeper creative and commercial roles in sport, rather than limited logo placements.
Looking ahead to 2027
Gucci Racing's full launch will include a reveal of the 2027 car livery, a new wardrobe for drivers and staff, and a program of brand events tied to the race calendar.
Gucci and Alpine said further commercial and creative details will be released closer to the start of the 2027 season.
