Gucci has announced a landmark entry into Formula 1 through a title partnership with the Alpine Formula One Team, marking one of the most significant collaborations between luxury fashion and elite motorsport to date.
From the 2027 FIA Formula One World Championship, the team will officially compete under the name “Gucci Racing Alpine Formula One Team” and race in Gucci-designed colours and branding.
The agreement represents the first time a luxury fashion house becomes a title partner of a Formula 1 team, positioning the collaboration as a new benchmark at the intersection of sport, performance, and high fashion.
The partnership will also introduce “Gucci Racing,” described as a new business and experiential platform built around shared values of precision, discipline, excellence, and performance.
According to the announcement, the team’s identity will be fully reimagined, including visual branding, merchandise, and global fan experiences shaped by Gucci’s design language.
Both sides framed the deal as more than a sponsorship, instead presenting it as a long-term strategic alliance combining luxury lifestyle and motorsport innovation at the highest level of competition.