Gucci becomes – Gucci will become the title sponsor of the Alpine F1 team starting in 2027, with the team branded as the “Gucci Racing Alpine Formula One Team.” The partnership, announced on Wednesday, brings the fashion house’s signature luxury look to the grid and tees up p
The moment the grid gets the Gucci logo again, it won’t just be style—it’ll be official.
Gucci is stepping into Formula 1 as the title sponsor for the Alpine F1 team starting in 2027. The Italian fashion house and the racing organization shared the partnership details on Wednesday, saying that as of next year the team will be known as the “Gucci Racing Alpine Formula One Team.”
Gucci Racing frames the deal with a familiar language of excellence. The brand says it will be about “performance, precision, discipline and excellence at the intersection of luxury and sport.”
The crossover lands for an obvious reason: Formula 1 is a spectacle where luxury already runs deep, from the cars and drivers to the size of sponsorships. The sport’s spending power has made it a natural fit for major stars to add fashion and luxury brand deals to their racing careers.
There’s one distinction, though. The partnership is described as the first time a fashion house has served as a title partner for an F1 team.
On track, the look is expected to be unmistakable. The cars will run with signature Gucci colors and the iconic logo draped across them, adding an even sharper flash of fashion to the circuit.
For Alpine fans, the business end could show up at checkout. The new branding may mean more expensive merch—unless the team’s drivers get a discount. The source notes that drivers Pierre Gasly and Franco Colapinto are set to receive discounted merchandise.
And for fans already keeping an eye on who backed the team financially, the mention doesn’t stop there. The source points to minority investors Travis Kelce. Patrick Mahomes. Rory McIlroy and Anthony Joshua. all of whom bought into the team a few years back—suggesting that any merch discount could potentially extend to them as well.
Gucci’s entry doesn’t just change a logo on a car. Starting in 2027, it changes the team’s name—and signals that in F1, luxury isn’t staying in the background for long.
Gucci Alpine F1 title sponsor Formula One Gucci Racing Alpine Formula One Team Pierre Gasly Franco Colapinto Travis Kelce Patrick Mahomes Rory McIlroy Anthony Joshua
Wait so they’re renaming the whole team to Gucci? That’s wild.
I feel like this is just gonna make everything way more expensive merch-wise. Like not even surprised though, F1 is basically a rich people commercial.
So Pierre Gasly and Franco Colapinto get discounted Gucci stuff… cool, but does that mean they also get faster? Cuz if it’s ‘performance’ like the article says then I guess the logo gives +10 horsepower lol.
I don’t buy it. Fashion house, race car, same thing as always. Also Travis Kelce and Mahomes are minority investors?? I thought that was like a different team or something… maybe I’m mixing it up. But if the cars are gonna be Gucci colored then I’m not sure how you even focus on the driving, it’s gonna be all branding.