Alpine F1 confirmed a Gucci title partnership on Wednesday, placing luxury fashion at the centre of the Formula 1 grid for the first time. The Italian fashion house replaces BWT as title sponsor from 2027. The team will race under the Gucci Racing Alpine Formula One Team name, a change that ends BWT’s five-year run and marks the biggest brand shift in Alpine’s recent history.
The Alpine F1 Gucci announcement confirmed a multi-year contract worth an estimated $55 to $60 million per season. Total deal value is expected to exceed $150 million, with bonus payments tied to specific on-track performance thresholds. Alpine did not formally disclose financial terms, but paddock sources confirmed the scale. Consequently, this ranks among the most financially significant sponsorship agreements in the sport’s modern era.
The deal launches Gucci Racing, a new commercial and experiential platform for the fashion house. Gucci describes it as built around performance, precision, discipline and excellence. The platform will activate across content, product launches and exclusive client experiences. Furthermore, it extends Gucci’s presence well beyond trackside branding, embedding the brand across the full F1 season.
The Alpine F1 Gucci deal brings a dramatic visual overhaul. Alpine revealed a new black and gold Gucci Racing logo, featuring the iconic interlocking G design. The car’s livery will shift to Gucci colours from 2027. BWT’s signature pink has defined Alpine’s identity since 2022 but will now be replaced. Additionally, Gucci reportedly wants maximum real estate on the car, though Alpine intends to retain elements of its signature blue branding.
Gucci CEO Francesca Bellettini said Gucci becomes the first luxury fashion house to hold F1 title partner status, calling it a reflection of where the brand wants to go on a global stage. She described Formula 1 as a unique convergence of performance, culture and global reach. Moreover, Alpine Executive Advisor Flavio Briatore said he is incredibly proud of the partnership and cited the global possibilities it opens up.
The Alpine F1 Gucci alliance arrives at a strong moment for the team. Alpine has scored 35 points across the opening five rounds of the 2026 season and currently sits fifth in the Constructors’ Championship. Meanwhile, the switch to Mercedes power this campaign has already delivered meaningful performance gains. Briatore spearheaded the Gucci negotiations alongside other key figures within Alpine’s commercial structure.
However, this move extends beyond one team’s finances. Fashion names including Louis Vuitton and Hugo Boss have established F1 ties in recent years. None had stepped up to full title partner status before Gucci. The deal answers a question F1’s commercial team has been asking for years. Fashion has been creeping closer to the grid. Gucci just bought a seat on it.
