Luxury brand Gucci has announced a partnership with Alpine Formula One Team − the first time a luxury fashion house serves as title partner of a team competing at 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.
The collaboration has also introduced Gucci Racing – a new business and experiential platform – that the brand says will extend beyond traditional sponsorship into product, content, exclusive client experiences, and cultural storytelling.
As Formula One evolves into one of the world’s most influential luxury entertainment platforms, brands are no longer just sponsoring teams — they are reshaping the culture of the sport itself. Gucci’s landmark partnership with Alpine Formula One Team signals how deeply luxury, fashion, and motorsport are now intertwined in Formula One’s billion-dollar evolution.
Over the past five years, Formula One has evolved from an elite motorsport with a niche audience into one of the world’s fastest-growing premium entertainment properties. According to Formula One, the sport now reaches more than 1.5 billion viewers globally each season, while its fanbase has become significantly younger, more fashion-conscious, and increasingly female. Much of this growth has been fueled by digital storytelling, celebrity culture, and the global success of streaming content that turned drivers into cultural icons and race weekends into lifestyle events.
What was once dominated by automotive sponsors and technical partnerships is now increasingly populated by fashion houses, fine jewelry brands, luxury hospitality groups, private aviation companies, and high-end watchmakers eager to access Formula One’s affluent global audience. Monaco, Miami, Las Vegas, Abu Dhabi, and Singapore have effectively become luxury festivals built around racing weekends, attracting billionaires, celebrities, athletes, influencers, and global luxury consumers.
“This partnership with Alpine Formula One Team writes a new chapter,” said Francesca Bellettini, President and CEO of Gucci. “Formula One represents today a unique convergence of performance, culture, and global reach.”
The partnership is strategically timed for both brands. Alpine has steadily gained momentum on track, while Gucci continues to reposition itself around cultural influence, innovation, and experiential luxury under the artistic direction of Demna. Together, the two brands are betting that Formula One’s future lies as much in lifestyle and entertainment as it does in engineering and sport.
Founded in 1955 by French racing driver Jean Rédélé, Alpine has long held a distinctive place in European motorsport culture. The brand’s racing DNA is deeply tied to the history of the Renault Group, which has competed in Formula One since 1977 and helped shape some of the sport’s most successful championship eras.
Operating from its historic Enstone base in Oxfordshire, the team has won seven Formula One World Championships across its earlier identities as Benetton Formula, Renault F1 Team, and Lotus F1 Team — including championship-winning years with legends such as Michael Schumacher and Fernando Alonso. Actor and film producer Ryan Reynolds is a part investor in the Alpine F1 team. Interestingly, Kering CEO, Luca de Meo, was previously the CEO of Renault Group.
Flavio Briatore, Executive Advisor of Alpine Formula One Team, said, “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.”
Today, Alpine is entering a new phase of reinvention. Led by Briatore and supported by a 1,000-strong workforce, the team has been rebuilding its competitive momentum with drivers Pierre Gasly and rising Argentine star Franco Colapinto. Its improving performances and growing commercial appeal have made Alpine one of Formula One’s most closely watched teams — and an increasingly attractive partner for global luxury brands seeking both sporting credibility and cultural relevance.
The collaboration will reportedly include dedicated branding, experiential activations, exclusive engagements, and luxury-focused initiatives extending far beyond trackside advertising.
Gucci’s arrival may ultimately be remembered as the clearest sign yet that Formula One has entered a new era — one where speed, style, culture, and luxury are no longer separate worlds, but part of the same global spectacle.
