Alpine officially confirmed this Wednesday (May 27) that Gucci will be its master sponsor from 2027. The Italian luxury brand takes over from current sponsor BWT and changes the team’s name from Enstone to “Gucci Racing Alpine Formula One Team”. The agreement marks the first time that a luxury fashion house has served as title partner in Fórmula 1’s history.
Gucci has created a dedicated division called Gucci Racing, described as “a new business and experience platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport.” The partnership with Alpine ends the contract with BWT, an Austrian company specializing in water treatment systems, which ends at the end of 2026.
Liderança and strategy behind the deal
Luca De Meo, CEO of Kering (group that owns Gucci), was at the forefront of this articulation. The Italian executive worked for years at Grupo Renault and was responsible for rebranding the team from Renault to Alpine, seeking to relaunch the brand’s image in motorsport. De Meo, who took over Kering in September, sees Fórmula 1 as a strategic platform for Gucci’s global growth.
“F1 has evolved far beyond sport to become one of the most powerful premium content platforms in the world, reaching more than 1.5 billion people each season,” said De Meo. Para the executive, the championship offers a unique space for a luxury brand to establish meaningful connections and build long-term value with a younger and increasingly female audience.
Francesca Bellettini, president and executive director of Gucci, highlighted the historical relevance of the movement. “Gucci becomes the first luxury fashion house to act as title partner in F1. Isso reflects our ambition for the brand and the role we want it to play in this scenario,” he said. Para Bellettini, Gucci Racing represents “more than a presence on the grid: it is an expression of who we are and where we want to take the brand”.
Perspectiva of Grupo Renault and Alpine
François Provost, CEO of Grupo Renault, characterized F1 as “one of the most dynamic and compelling platforms in global sport.” The executive highlighted that the partnership with Gucci strengthens Alpine’s ambition to build recognition, attractiveness and influence in all markets, while reaching younger generations. “We appreciate the opportunity to partner with Kering through this partnership,” added Provost.
Flavio Briatore, executive advisor to Alpine, expressed excitement about the deal:
- Parceria with a prestigious brand of the caliber of Gucci as title sponsor
- Continuidade from the tradition of doing things differently in F1
- Demonstração fashion first in elite motorsport
- Alinhamento with improved track performance
- Expectativa of joint global achievements
Briatore cited Enstone’s team track record and mentioned that Alpine recorded its best points total ever to start a season, highlighting the growing momentum behind the project.
In-season growth Contexto
The confirmation of the partnership comes at a time of increasing visibility for Alpine. The team has previously demonstrated that innovative strategies related to fashion and style can impact the public perception of the brand on the grid. With its evolving technical performance and the entry of a global sponsor like Gucci, the team signals reinforced ambitions for the coming years.
The agreement represents a significant step in the evolution of Fórmula 1 as a platform for convergence between sporting performance, culture and global commercial reach, further consolidating the championship’s status as a showcase for international luxury brands.