Alpine will race under the banner of ‘Gucci Racing Alpine Formula One Team’ from the start of the 2027 season

• The collaboration introduces Gucci Racing – a new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport;
• Rooted in motorsport, Alpine is a brand of excellence, with a rich heritage and a mission to deliver on a promise of advanced performance both on the road and on the track.

Gucci announces today a partnership with Alpine Formula One Team − the first time a luxury fashion house serves as title partner of a team competing at the pinnacle of motorsport, Formula One. From the 2027 FIA Formula One World Championship, the team will race as ‘Gucci Racing Alpine Formula One Team’ and compete in Gucci colours. Driven by mutual 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 intersection of luxury and sport. The partnership with Alpine Formula One Team is its first territory of expression. Gucci Racing comes to life through a dedicated logo, featuring the House's iconic interlocking G alongside the Gucci Racing wordmark.

Today, Formula One represents a platform of unparalleled global reach, offering access to a rapidly expanding and increasingly diverse and premium audience across key strategic markets − an environment that enables Gucci to reinforce brand’s desirability, visibility and cultural relevance at a scale and frequency that few other platforms can offer.

Gucci has always operated at the intersection of heritage, innovation, and contemporary culture − and motorsport sits naturally within that space. This partnership brings together Gucci’s bold creativity and the engineering excellence and competitive ambition of one of the most dynamic Formula One teams. The Alpine brand was founded in 1955 by Jean Rédélé, whose motorsport ambitions inspired an entirely new breed of sports car. This history is further rooted in the motorsport heritage of Renault Group, a founding presence in Formula One since 1977. With the team currently in a strong fifth position and its drivers continuing to build momentum on track this season − and a clear trajectory for further progress − this collaboration resonates with Gucci's own commitment to renewed energy and global influence. Conceived to extend well beyond trackside visibility, the partnership will be activated across a range of initiatives over the coming seasons – from content and product to high-end client experiences and exclusive engagements – with the ambition to build a distinctive and high-impact platform over time.

Francesca Bellettini, President and Chief Executive Officer of Gucci:

“This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One. That reflects our ambition for the brand and the role we want Gucci to play on this stage. Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One Team is the right partner to bring this vision to life. Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.”

Luca de Meo, Chief Executive Officer of Kering:

“Formula One has evolved far beyond sport to become 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. As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.”

François Provost, Chief Executive Officer of Renault Group:

“Formula One is one of the most dynamic and attractive platforms in global sport. For Renault Group, as a historic Formula One manufacturer, it is a powerful asset to support Alpine’s ambition: building awareness, desirability and influence across markets, while reaching new audiences and young generations. We welcome the opportunity to engage with Kering through this collaboration, as we look forward to our collaboration with Gucci from 2027 onward.”

Flavio Briatore, Executive Advisor of Alpine Formula One Team:

“Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of. Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level. The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One. With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team. I would like to thank Luca [de Meo] and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life.”

About Gucci:

Founded in Florence, Italy, in 1921, Gucci is one of the world’s leading luxury brands. Under the leadership of President and CEO Francesca Bellettini and the artistic direction of Demna, the House continues to redefine luxury and fashion while celebrating creativity, Italian craftsmanship, and innovation.

Gucci is part of global luxury group Kering, which brings together people whose passion and expertise nurture creative Houses across couture, ready-to-wear, leather goods, jewelry, eyewear and beauty.

Discover more about Gucci at www.gucci.com

Header Image: Demna, Artistic Director of Gucci; Francesca Bellettini, President and CEO of Gucci; Philippe Krief, CEO of Alpine; Pierre Gasly, Alpine Formula One Team driver; Flavio Briatore, Executive Advisor of Alpine Formula One Team; Franco Colapinto, Alpine Formula One Team driver; Luca de Meo, CEO of Kering; François Provost, CEO of Renault Group; François-Henri Pinault, Chairman of the Board of Kering. © Jean-François Robert / Modds