Gucci becomes title sponsor of Alpine Formula One Team, shifting the team's colors to the brand's black-and-gold logo. The move marks a significant change for the team, which has been rebranded since 2021. As part of the partnership, Gucci Racing will oversee the team's branding and marketing efforts.
The deal was facilitated by Luca de Meo, CEO of Kering, who joined in 2025 after six years at Renault. This connection likely played a role in securing the partnership between Alpine and Gucci. The team has enjoyed an upturn in fortunes under new regulations in 2026, currently holding fifth position in the Constructors' Championship.
The partnership with Gucci brings new possibilities for the team and a fresh approach to fashion in Formula 1. This marks a significant shift away from the team's previous title sponsor, BWT. As Alpine looks to the future, this partnership could be a key factor in their success.
Alpine has a history with a clothing arm, operating under the Benetton guise between 1986 and 2001. During this time, the team won titles with Michael Schumacher in 1994/95. This experience will likely inform Gucci's approach to branding and marketing efforts within the team.
Gucci unveiled its new logo for the Gucci Racing division during Wednesday's announcement. The black-and-gold color scheme is a departure from the brand's typical aesthetic, suggesting a bold and innovative approach to Formula 1 racing. This could be an indicator of the team's commitment to pushing boundaries in the sport.
Alpine's Executive Director Flavio Briatore expressed his pride in partnering with Gucci, highlighting the potential for global collaboration and innovation. He also noted that the team has a history of doing things differently, suggesting a willingness to challenge conventional approaches in Formula 1.
The partnership between Alpine and Gucci marks an exciting new chapter for the team and the sport as a whole. As Gucci Racing takes the reins, fans can expect a fresh perspective on branding and marketing efforts. This could be a key factor in Alpine's success in the Constructors' Championship.
Alpine has shown significant improvement under new regulations in 2026, currently holding fifth position. This momentum will likely carry over into the partnership with Gucci, as the team looks to build on their recent successes. The addition of Gucci's resources and expertise could be a key factor in Alpine's continued growth.
As the sport continues to evolve, partnerships like this one between Alpine and Gucci will become increasingly important. The intersection of luxury fashion and high-performance sports car racing is an exciting space to explore, with potential benefits for both parties involved.
The partnership with Gucci brings new possibilities for the team and a fresh approach to fashion in Formula 1.
