Gucci is stepping into the fast-paced world of Formula One with a landmark partnership, becoming the title sponsor of Renault’s Alpine F1 team from the 2027 season. The move highlights the growing convergence of luxury fashion and global sports as brands seek new avenues to expand visibility and revive demand.
Italian luxury fashion house Gucci has confirmed that it will become the title partner of Renault-owned Alpine Formula One team starting from the 2027 season. Following the deal, the team will be rebranded as the Gucci Racing Alpine Formula One Team, marking a historic moment for both the fashion and motorsport industries.
The partnership represents a significant strategic shift for Gucci as it looks to strengthen its global brand presence and tap into new audiences through high-visibility platforms like Formula One.
Currently, Alpine’s title sponsorship is held by Austrian company BWT, but the new agreement will see Gucci take over the naming rights, placing the brand at the forefront of one of the world’s most-watched sporting events.
Gucci’s entry into Formula One comes at a time when the luxury sector is facing slowing demand globally. The brand has been actively pursuing high-profile initiatives to regain momentum and capture consumer attention.
Earlier this month, Gucci staged a large-scale runway show in New York’s Times Square, designed to generate global buzz and reinforce its cultural relevance. The Formula One partnership is a continuation of this strategy, positioning the brand in a dynamic, globally recognised environment.
By aligning with a sport known for innovation, speed, and precision, Gucci aims to reshape its brand narrative and appeal to a younger, more diverse audience.
As part of the collaboration, Gucci will launch Gucci Racing, a new business and experiential platform that merges luxury fashion with the world of motorsport.
The initiative is expected to focus on core values such as:
Gucci Racing will go beyond traditional sponsorship, potentially including exclusive events, merchandise collaborations, and immersive brand experiences that connect fashion enthusiasts with motorsport fans.
This approach reflects a broader shift among luxury brands toward experiential marketing, where engagement and storytelling play a key role in driving brand loyalty.
Formula One has rapidly evolved into one of the most attractive marketing platforms for premium and luxury brands. With a global audience exceeding 1.5 billion viewers annually, the sport offers unparalleled visibility.
The audience demographic has also shifted in recent years, with a growing number of younger and female fans, making it particularly appealing for fashion and lifestyle brands.
In 2024, Formula One, owned by Liberty Media, secured a multi-year partnership with luxury giant LVMH valued at over $100 million. Gucci’s entry into the sport further underscores the increasing overlap between luxury fashion and high-performance sports.
Notably, Gucci will become the first luxury fashion brand to have its name integrated into a Formula One team title, setting a new precedent in the industry.
The partnership also reflects strong leadership ties between the companies involved. Luca de Meo, CEO of Kering (Gucci’s parent company), previously served as the chief executive of Renault, which owns Alpine.
De Meo highlighted the strategic importance of Formula One as a marketing platform, describing it as more than just a sport. He emphasised its ability to deliver premium content, build emotional connections, and create long-term brand value.
According to him, Formula One offers a unique opportunity for luxury brands to push creative boundaries and engage with audiences in meaningful ways.
Alpine’s Formula One team is managed by Italian businessman Flavio Briatore, a veteran in the sport with decades of experience. Briatore has played a significant role in shaping the team’s identity and competitive strategy.
He expressed strong enthusiasm for the partnership, noting that the collaboration with Gucci opens up new global opportunities for the team. Briatore also highlighted Alpine’s history of innovation, suggesting that the integration of fashion and motorsport aligns with the team’s unconventional approach.
Briatore’s own journey in Formula One—from early beginnings to becoming a prominent figure associated with luxury lifestyle ventures—mirrors the blend of sport and high-end branding that this partnership represents.
The Alpine team, based in Enstone, UK, has a rich history in Formula One under different identities. As Benetton, the team secured world championships with Michael Schumacher in 1994 and 1995.
Later, as Renault, it achieved further success with Fernando Alonso, winning titles in 2005 and 2006.
Despite its historic achievements, the team has faced challenges in recent years. It finished last in the 2025 season but has shown signs of improvement in 2026, currently ranking fifth after the opening rounds.
The partnership with Gucci could provide additional resources and global exposure, potentially supporting the team’s long-term ambitions.
The collaboration between Gucci and Alpine represents a broader trend where luxury brands are increasingly entering the world of sports to remain culturally relevant.
High-profile sporting events offer brands an opportunity to:
For Gucci, Formula One provides a platform to combine its heritage in fashion with the excitement and innovation of motorsport.
While the financial terms of the deal have not been disclosed, industry experts believe it could be a significant investment, given the scale and visibility of Formula One sponsorships.
The partnership is expected to enhance Gucci’s brand equity and potentially drive new revenue streams through merchandise, collaborations, and experiential offerings.
At the same time, Alpine stands to benefit from increased funding and global exposure, which could improve its competitiveness on the track.
The partnership will officially take effect in the 2027 Formula One season, giving both parties time to prepare for a comprehensive integration of branding, marketing, and operational strategies.
As the collaboration unfolds, it is likely to set new benchmarks for how luxury brands engage with global sports platforms.
Conclusion
Gucci’s entry into Formula One as the title sponsor of Alpine marks a significant milestone in the convergence of luxury fashion and motorsport. The partnership reflects changing dynamics in both industries, where innovation, audience engagement, and global visibility are key drivers of success.
By leveraging the massive reach and cultural influence of Formula One, Gucci aims to revitalise its brand and connect with a new generation of consumers. For Alpine, the collaboration offers an opportunity to enhance its global profile and strengthen its competitive position.
As the worlds of fashion and sport continue to intersect, this partnership could pave the way for similar collaborations in the future.