Gucci Becomes Title Partner of BWT Alpine Formula One Team
The partnership positions Gucci as the first luxury fashion house to serve as title partner of a Formula One team, beginning with the 2027 season.
Gucci has announced a multi-year partnership with Alpine Formula One Team, which will see the team compete as Gucci Racing Alpine Formula One Team from the 2027 FIA Formula One World Championship. The agreement marks the first time a luxury fashion house has become title partner of a Formula One team and introduces Gucci Racing, a new platform shaped around performance, precision and experiential luxury.
The collaboration reflects the accelerating crossover between luxury fashion and global sport, with Formula One continuing to gain influence among younger, international audiences. Gucci Racing will move beyond trackside branding, extending into content, product development, hospitality and client activations that place the Italian house deeper within motorsport’s cultural landscape.
The partnership also arrives at a significant moment for both brands. Under the creative direction of Demna, Gucci has been recalibrating its global image with sharper cultural positioning, while Formula One continues to evolve into one of luxury’s most valuable entertainment platforms, offering year-round visibility and access to affluent audiences across key markets.
Gucci Racing will debut with dedicated branding, combining the House’s interlocking G motif with a new racing wordmark. From 2027, the team is expected to compete in Gucci colors, with future activations spanning limited products, exclusive events and experiential initiatives designed to push the partnership beyond conventional sponsorship.
The move also signals a wider strategic shift within luxury, as fashion houses increasingly build long-term cultural ecosystems rather than one-off collaborations. As Formula One continues to attract fashion, entertainment and technology brands, Gucci’s arrival on the grid formalizes a relationship luxury has been cultivating around the sport for years, now with considerably more horsepower.
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