GUCCI Hits the Grid: Gucci Enters Formula 1 with Alpine as Title Partner

Alpine will compete as the 'Gucci Racing Alpine Formula One Team' starting from the 2027 season opener.

Through this partnership, the brands will launch 'Gucci Racing,' a new business and experiential platform developed at the intersection of luxury and sport, centered on the values of performance, precision, discipline, and excellence.

Alpine, with its roots in motorsport, is an exceptional brand with a rich heritage, committed to delivering cutting-edge performance on both the road and the circuit.

Paris, May 27, 2026 — Gucci today announced the signing of a partnership with the Alpine Formula One Team. This marks the first time a luxury fashion brand will serve as a title partner for a Formula One team. Starting with the 2027 FIA Formula One World Championship, the team will compete as the 'Gucci Racing Alpine Formula One Team,' racing in Gucci livery.

Based on shared ambitions and values, this collaboration gives birth to 'Gucci Racing.' It is a new platform for business and experiences at the intersection of luxury and sport, anchored by the values of performance, precision, discipline, and excellence. The partnership with the Alpine Formula One Team marks its first area of expansion. Gucci Racing will launch with a dedicated logo combining Gucci's iconic interlocking G with the 'Gucci Racing' wordmark.

Today, Formula One has evolved into a platform with unparalleled global reach, enabling access to a diverse and premium audience expanding rapidly in key strategic markets. This environment provides an opportunity to strengthen Gucci's brand value, awareness, and cultural presence at a scale and frequency unmatched by any other platform.

Gucci has always asserted its presence at the intersection of heritage, innovation, and contemporary culture. Motorsport is a natural extension of this positioning. This partnership brings together Gucci's bold creativity with the engineering prowess and passion for competition of Alpine, one of the most dynamic teams in Formula One.

The Alpine brand was founded in 1955 by Jean Rédélé, whose passion for motorsport gave birth to a new type of sports car. This history is further rooted in the Renault Group's motorsport heritage, which has been competing in Formula One since 1977.

The team currently holds a strong 5th position in the rankings, and its drivers are gaining momentum in this season's races. With a clear path for further advancement, this partnership resonates with Gucci's own commitment to new energy and global impact.

This collaboration will extend beyond trackside visibility to include content, products, high-end customer experiences, and exclusive events over the coming seasons. The goal is to build a unique and high-impact platform over the long term.

Francesca Bellettini, President and CEO of Gucci, commented: 'This partnership with the Alpine Formula One Team marks the beginning of a new chapter. Gucci becomes the first luxury fashion brand to serve as a title partner in Formula One. This symbolizes our brand ambitions and the role we wish to play on this stage. Formula One is now a unique fusion of performance, culture, and global influence. We are confident that the Alpine Formula One Team is the perfect partner to realize this vision. Gucci Racing will be more than just a presence on the grid.'