The Alpine Formula One team is “currently in discussions with Gucci regarding a potential sponsorship agreement that would feature the Kering SA-owned luxury brand on the team’s racing cars,” according to Turner & Rascouet of BLOOMBERG NEWS. The connection between the two entities is “bolstered” by Kering CEO Luca de Meo, who was appointed in 2025. De Meo previously served as the head of Renault, which holds majority ownership of Alpine. The potential Gucci deal arrives as Alpine’s current title partnership with BWT, known for its pink and blue livery, is scheduled to conclude at the end of this season. The talks “reflect a broader trend of luxury and fashion houses entering F1” (BLOOMBERG NEWS, 5/18).
Alpine F1 Team, Gucci discussing potential partnership
