Sponsorship agreement between the Italian brand and Alpine, of the Renault group, will be valid from 2027; car will run in Gucci colors
Gucci will become, in 2027, the first luxury fashion brand to become the main sponsor of a Formula 1 team. The Italian brand has signed an agreement with Alpine, the French team of the Renault group, which will compete as “Gucci Racing Alpine F1 Team” and race in the brand’s colors.
Values and duration of the contract were not disclosed. The negotiation was led by Luca de Meo, who led Renault until 2025 and now chairs Kering, the luxury conglomerate that owns Gucci.
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The car’s livery has not yet been revealed, but the agreement deepens the rapprochement between F1 and the world of fashion and luxury. Today, the paddock already hosts brands such as TAG Heuer, Louis Vuitton and Moët & Chandon — all from the LVMH group, Kering’s rival in the luxury market. With the arrival of Gucci, the rivalry between the two main conglomerates in the sector gains a new chapter on the tracks.
Francesca Bellettini, president of Gucci, said that F1 represents a strategic crossroads between performance, culture and global reach. Flavio Briatore, Alpine’s executive consultant, recalled that fashion has already proven that it can finish first in the category – a reference to Benetton’s titles in the 1990s, under his command.
The deal reinforces F1’s growth strategy beyond the track, especially in markets that are still emerging for the sport – such as the United States, where the sport’s popularity exploded after the Netflix series “Drive to Survive”. According to Luca de Meo, F1 now reaches more than 1.5 billion people per season and attracts an increasingly younger and female audience.
Alpine currently occupies fifth place in the constructors’ championship, with 35 points, behind Red Bull and ahead of Racing Bulls. In the drivers’ world championship, Pierre Gasly is eighth (20 points) and Argentine Franco Colapinto is 11th (15 points).
