Gucci has signed a title‑sponsorship deal with Alpine, moving the Italian fashion house into Formula 1 for 2027. The partnership follows Renault’s withdrawal from the team’s factory engine programme, leaving Alpine’s future uncertain. The move echoes Benetton’s 1990s rise, hinting that Gucci may seek deeper involvement beyond naming rights.

Alpine operates from Enstone, the same English base that once housed Benetton’s Toleman outfit. With Otro Capital controlling the team, rumours name Mercedes and a consortium led by Christian Horner as potential buyers. Gucci’s entry could revive the Enstone legacy and provide a new revenue stream as the team seeks stability.

Flavio Briatore, who steered Benetton to two world titles in the 1990s, now advises Renault and has secured Gucci for Alpine. Briatore’s history of commercial deals suggests he may push for ownership or strategic partnership, mirroring his earlier role in turning Toleman into a championship‑winning outfit.

The deal settles Alpine’s financial gap and signals a fresh chapter for Enstone. If Gucci’s backing translates into competitive performance, the team could reclaim its former glory and fill the void left by Renault’s engine exit. The partnership marks a return to the Enstone‑Benetton formula that once dominated the grid.