Gucci enters Formula 1: from 2027 it will be title partner of Alpine

Gucci announces a partnership with Alpine Formula One Team: it is the first time that a luxury fashion brand takes on the role of Title Partner of a team competing at the pinnacle of motorsport, the Formula 1. Starting with the 2027 FIA Formula One World Championship, the team will race under the name 'Gucci Racing Alpine Formula One Team', in Gucci colours.

Driven by a common ambition and shared values, the collaboration introduces Gucci Racing - a new business and experiential platform, built around the values of performance, precision, discipline and excellence, at the crossroads of luxury and sport. The partnership with Alpine Formula One Team represents its first territory of expression. Gucci Racing manifests itself through a dedicated logo, in which the famous Interlocking G motif sits alongside the Gucci Racing wordmark.

Founded in 1955 by Jean Rédélé, the Alpine brand was born out of its creator's ambitions to create an entirely new category of sports car. This history is enriched by the Renault Group's motorsport tradition, which has been present in Formula 1 since 1977. With the team firmly in fifth position and the drivers steadily progressing - and with a prospect hinting at new potential goals - the collaboration aligns with Gucci's renewed drive and global vision. Designed to go far beyond visibility on the track, the partnership will be articulated in the seasons to come in ambitious initiatives - content, product, customer experiences and exclusive appointments - with the ambition to build a distinctive and impactful platform over time.

For Francesca Bellettini, President and CEO of Gucci, "the partnership with Alpine Formula One Team opens a new chapter in our history: Gucci is the first luxury fashion brand to become a Title Partner in Formula One. This reflects our ambition and the role we want to play on this stage. With an unprecedented global reach, Formula One is now a unique crossroads between performance and culture - and Alpine Formula One Team is the right partner to bring this vision to life. Gucci Racing is much more than a presence on the track: it is an expression of who we are and where we want to take the brand. And there is so much more to come. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us."

"Formula 1 has gone far beyond sport, establishing itself as one of the most powerful premium content platforms in the world," emphasises Luca de Meo, CEO of Kering: "Each season it reaches over 1.5 billion people and continues to attract a booming, younger and increasingly female audience. As a space for creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand: capable of opening up new horizons, generating authentic connections and building long-term value and desirability, while making a measurable and lasting impact".