Gucci will become title partner of the Alpine F1 team in 2027, rebranding the squad as Gucci Racing Alpine. The luxury fashion giant replaces current sponsor BWT in a multi-year deal that will see the team adopt Gucci colors instead of its signature blue and pink scheme.

Former Alpine CEO Luca de Meo, now heading Gucci's parent company Kering, played a key role in securing the partnership. Gucci is creating "Gucci Racing," a business platform combining luxury and sport values. The move marks the first time a luxury fashion house has secured title partner status in Formula 1.

Gucci president Francesca Bellettini called the partnership "a new chapter" that reflects the brand's ambition. Alpine joins McLaren in securing new title partnerships for F1's new era. The financial terms remain undisclosed, with both parties emphasizing the strategic importance of this collaboration.