A major F1 team have confirmed they will race under a new name from the 2027 F1 season, with Gucci taking over as title sponsor and the team set to compete in new Gucci colours
Alpine have confirmed they will compete under a new name in the Formula 1 grid next season.
Following weeks of rumours, the team has announced that its long-standing title sponsorship with water technology firm BWT will conclude with the current season, and Gucci will step in as its main partner in 2027.
In a press release issued on Wednesday, it was confirmed that the team’s new official name will be the ‘Gucci Racing Alpine Formula One Team’. The fresh partnership is set to alter the appearance of the cars on the circuit too, as Alpine announced it will “compete in Gucci colours”.
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The Gucci collaboration was initially reported earlier this month. At the time, an Alpine spokesperson declined to confirm the story but it always seemed probable, particularly given former Renault chief executive Luca de Meo is now at the helm of Gucci’s parent company Kering.
De Meo stated: “Formula 1 has evolved far beyond sport to become one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience.
“As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.”
His successor at Renault, Francois Provost, stated: “For Renault Group, as a historic Formula 1 manufacturer, it is a powerful asset to support Alpine’s ambition: building awareness, desirability and influence across markets, while reaching new audiences and young generations. We welcome the opportunity to engage with Kering through this collaboration, as we look forward to our collaboration with Gucci from 2027 onward.”
Team boss Flavio Briatore chimed in: “Partnering with a prestigious brand of Gucci’s calibre in Formula 1 as title partner of Alpine Formula One Team is something I am incredibly proud of. 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 and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life.”