Alpine F1 has a new title partner

Formula 1 will have a new name on the grid for the 2027 season.

Alpine confirmed on Wednesday morning that Gucci, the iconic clothing and luxury brand, will be the team’s title partner for the 2027 season and beyond. The official name will be Gucci Racing Alpine Formula One Team, and as part of the collaboration a new company, Gucci Racing, has been formed.

“Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of,” said Alpine Executive Advisor Flavio Briatore. “Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level. The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One.

“With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team. I would like to thank Luca [de Meo Chief Executive Officer of Kering] and Francesca [Bellettini President and Chief Executive Officer of Gucci] for their trust and dedication in the project and helping make this partnership come to life.”

As noted by Bellettini in the media statement, this is the first time a luxury fashion house has joined the F1 grid.

“This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One,” said Bellettini. “That reflects our ambition for the brand and the role we want Gucci to play on this stage. Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One Team is the right partner to bring this vision to life. Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come.

“We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.”

The team will race in Gucci colors next season, with a “dedicated logo, featuring the House’s iconic interlocking G alongside the Gucci Racing wordmark.”

Alpine, as outlined by Briatore, is off to their best start to a season. With Franco Colapinto securing a career-best P6 at last weekend’s Canadian Grand Prix, the team currently sits fifth in the F1 Constructors’ Championship standings with 35 points.