Gucci is set to enter Formula 1 in a landmark partnership with Alpine, becoming the first luxury fashion house to serve as title partner of a team in the sport. From the 2027 season, the team will compete as the Gucci Racing Alpine Formula One Team, bringing together Italian luxury and French motorsport heritage on one of the world’s most visible global stages.
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The collaboration marks the launch of Gucci Racing, a new strategic platform designed around performance, precision, discipline and excellence. According to the announcement, the partnership extends far beyond branding on the grid, with plans for content, product activations, exclusive client experiences and high-profile events in the seasons ahead.
© Renault Group 2026
A New Chapter for Luxury in Motorsport
The move reflects the growing convergence between luxury, culture and Formula 1, a sport that now reaches more than 1.5 billion viewers per season and continues to attract a younger, more diverse and more affluent audience. For Gucci, the partnership offers a way to strengthen its visibility and cultural relevance while aligning with a discipline that values craftsmanship, innovation and performance.
Francesca Bellettini, President and CEO of Gucci, described the deal as a new chapter for the house, saying Formula 1 offers a unique combination of performance, culture and global reach. She added that Gucci Racing is intended to express the brand’s identity and long-term ambitions, rather than simply serve as a presence on the starting grid.
Shared Heritage and Ambition
For Alpine, the partnership connects a motorsport legacy dating back to Jean Rédélé’s founding vision in 1955 with one of the most recognisable names in contemporary luxury. The team, based in Enstone and backed by Renault Group, is currently positioning itself for further competitive growth while expanding its global appeal. Flavio Briatore, executive adviser to the Alpine Formula One Team, said the partnership underlines the team’s positive momentum and its ability to stand out in a crowded field. He also noted that Alpine has previously shown how fashion and Formula 1 can intersect in a way that captures attention beyond the racetrack.
© Renault Group 2026
What Comes Next
The partnership is expected to unfold across a broader ecosystem of brand experiences, rather than remain limited to race weekends. That points to a long-term luxury strategy in which Formula 1 serves not only as a sponsorship platform, but as a cultural stage for storytelling, hospitality and high-value client engagement. With its mix of heritage, exclusivity and global spectacle, Formula 1 has become one of the most desirable arenas for luxury brands. Gucci’s entry signals that the category’s ambitions on the circuit are only getting more sophisticated.
