Gucci to join Alpine F1 as 2027 title sponsor, launching Gucci Racing Alpine
Luxury brand Gucci will become Alpine F1's title sponsor for 2027, rebranding the team as Gucci Racing Alpine and changing its livery to Gucci colours. Led by Gucci parent group head Luca de Meo’s involvement, the multi-year deal makes Gucci the first luxury fashion house to hold a Formula 1 title sponsorship and establishes Gucci Racing as a platform at the intersection of luxury and sport.