Alpine F1 Team has entered into a title sponsorship with Gucci, with the team racing as “Gucci Racing Alpine Formula One Team” beginning with the 2027 FIA F1 World Championship. The team also will compete in the brand’s colors. The collaboration introduces Gucci Racing, a new business and experiential platform featuring a dedicated logo featuring the brand’s interlocking “G” alongside the Gucci Racing wordmark (Alpine Racing).
The sponsorship follows the conclusion of Alpine F1’s deal with current title sponsor BWT. The multiyear deal with Gucci makes Alpine the latest F1 team to agree to a new title sponsorship in the championship’s new era, after McLaren appointed Mastercard as its title partner for the 2026 season (MOTORSPORT, 5/27).
Alpine F1 partnering with Gucci is a “significant deal” as Gucci becomes the “first luxury fashion house to take title sponsorship of an F1 team.” But Gucci could be “just the first of a few luxury fashion brands to become a title sponsor over the next few years” (THE ATHLETIC, 5/27).
