Gucci has announced a partnership with the Alpine Formula One Team, marking the first occasion a luxury fashion house has served as title partner of a team competing at motorsport’s highest level.
Beginning with the 2027 FIA Formula One World Championship, the squad will race as the ‘Gucci Racing Alpine Formula One Team’ in Gucci colours.
Built on mutual ambition and shared values, the collaboration introduces Gucci Racing—a new business and experiential platform centred on performance, precision, discipline, and excellence where luxury meets sport. The Alpine partnership becomes its first arena of expression.
Gucci Racing is realized through a dedicated logo combining the House’s iconic interlocking G with the Gucci Racing wordmark.
Formula One’s Global Reach and Brand Strategy
Formula One today offers a platform of unmatched global scale, granting access to a rapidly growing and increasingly diverse, premium audience across strategically important markets. This environment allows Gucci to strengthen its desirability, visibility, and cultural relevance at a scale and frequency few alternatives can match.
Gucci has consistently operated where heritage, innovation, and contemporary culture intersect—a space in which motorsport sits naturally. The partnership unites Gucci’s bold creativity with the engineering prowess and competitive drive of one of Formula One’s most dynamic teams.
Shared Heritage Between Alpine and Renault
The Alpine brand traces its origins to 1955, when Jean Rédélé’s motorsport ambitions inspired an entirely new breed of sports car. That history connects further to the motorsport legacy of Renault Group, a founding Formula One presence since 1977.
With the team currently holding a strong fifth position and its drivers building momentum this season—alongside a clear path for further progress—the collaboration aligns with Gucci’s own pursuit of renewed energy and global influence.
Designed to reach well beyond trackside visibility, the partnership will be activated across numerous initiatives over the coming seasons, spanning content, product, high-end client experiences, and exclusive engagements, with the goal of constructing a distinctive, high-impact platform over time.
Executive Statements on the Collaboration
Francesca Bellettini, President and Chief Executive Officer of Gucci, stated this partnership writes a new chapter, with Gucci becoming the first luxury fashion house to serve as Title Partner in Formula One. She noted this reflects the brand’s ambition and the role Gucci aims to play on this stage.
She described Formula One as a unique convergence of performance, culture, and global reach, with Alpine the right partner to realize this vision. Gucci Racing, she added, is more than a grid presence—it is an expression of the brand’s identity and direction, with much more to come.
Luca de Meo, Chief Executive Officer of Kering, stated Formula One has evolved far beyond sport into one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger, and increasingly female audience.
He described it as a space of creativity, pursuit of excellence, and human achievement, offering a unique platform for a luxury brand to push boundaries, build long-term value, and deliver measurable, lasting impact.
François Provost, Chief Executive Officer of Renault Group, stated Formula One is among the most dynamic and attractive platforms in global sport. For Renault Group as a historic manufacturer, he called it a powerful asset to support Alpine’s ambition by building awareness, desirability, and influence across markets while reaching new and younger audiences. He welcomed the opportunity to engage with Kering and looked forward to the Gucci collaboration from 2027.
Flavio Briatore, Executive Advisor of Alpine Formula One Team, stated he is incredibly proud to partner with a prestigious brand of Gucci’s calibre as title partner. He expressed excitement about the possibilities and the global achievements ahead.
Noting the Enstone team’s history of doing things differently and previously proving fashion can finish first in Formula One, he pointed to improved on-track performance and Alpine’s best-ever points total to start a season as evidence of growing momentum. He thanked Luca de Meo and Francesca Bellettini for their trust and dedication.