The Alpine team announced on Wednesday the signing of a major partnership with the Italian luxury brand Gucci. From the 2027 season, the French team will compete under the name "Gucci Racing Alpine Formula One Team," marking the arrival of the Florentine brand as title sponsor of the team, which is majority-owned by the Renault Group.
As part of this agreement, the Alpine single-seaters will also adopt new visual elements inspired by the world of Gucci. The two partners stated their intention to develop a shared identity centered on the values of performance, precision, discipline, and excellence, through the launch of a new platform called "Gucci Racing."
A historic first for Formula 1
This alliance marks a first in Formula 1 history. Never before has a luxury brand held the role of main partner of a team in the world championship. This partnership illustrates the growing desire of major luxury brands to invest in the world of motorsport, whose global audience continues to expand.
This partnership also comes in a particular context, marked by the arrival of Luca de Meo at the head of the Kering group in the summer of 2025. Former CEO of the Renault group, the Italian executive now oversees the company that owns Gucci, thus strengthening the links between the two groups behind this unprecedented collaboration.
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