Gucci Becomes First Fashion Title Partner in Formula One
Gucci announces a partnership with Alpine Formula One Team, marking the first time a luxury fashion house has served as title partner of a team competing in Formula One. From the 2027 FIA Formula One World Championship, the team will race as the "Gucci Racing Alpine Formula One Team" and will compete in Gucci colours. The collaboration launches Gucci Racing, a new business and experiential platform that channels performance, precision, discipline, and excellence at the intersection of luxury and sport. This partnership with Alpine Formula One Team marks the platform’s first stage. Gucci Racing carries its own dedicated logo, pairing the House's iconic interlocking G with the Gucci Racing wordmark.
Formula One now offers a platform with exceptional global reach, giving Gucci access to a fast-growing, increasingly diverse, and premium audience across key strategic markets. This environment enables Gucci to strengthen the brand's desirability, visibility, and cultural relevance at a scale and frequency that few other platforms can match.
Gucci has always worked at the intersection of heritage, innovation, and contemporary culture, and motorsport fits naturally into that space. The partnership brings together Gucci's bold creativity and the engineering excellence and competitive drive of one of Formula One's most dynamic teams. Jean Rédélé founded the Alpine brand in 1955, and his motorsport ambitions sparked an entirely new breed of sports car. That history draws further strength from the motorsport heritage of Renault Group, a founding presence in Formula One since 1977. The team currently holds a strong fifth position, and its drivers continue to build momentum on track this season. With a clear trajectory for continued progress, this collaboration aligns with Gucci's commitment to renewed energy and global influence. The partnership will extend well beyond trackside visibility. It will be activated across a range of initiatives over the coming seasons, spanning content, product, high-end client experiences, and exclusive engagements, all designed to create a distinctive, high-impact platform over time.
Francesca Bellettini, President and Chief Executive Officer of Gucci, said: "This partnership with Alpine Formula One Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One. That reflects our ambition for the brand and the role we want Gucci to play on this stage. Today, Formula One represents a unique convergence of performance, culture, and global reach, and the Alpine Formula One Team is the right partner to bring this vision to life. Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us."
Luca de Meo, Chief Executive Officer of Kering, said: "Formula One has evolved far beyond sport to become one of the world's most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience. As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact."
François Provost, Chief Executive Officer of Renault Group, said: "Formula One is one of the most dynamic and attractive platforms in global sport. For Renault Group, as a historic Formula One manufacturer, this is a powerful asset to support Alpine's ambition: building awareness, desirability, and influence across markets while reaching new audiences and younger generations. We welcome the opportunity to engage with Kering through this collaboration, as we look forward to our collaboration with Gucci from 2027 onward."
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 that the partnership with Gucci brings and the great things we can achieve together globally. The Enstone Team has a history of doing things differently from 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 team's growing momentum. I want to thank Luca [de Meo] and Francesca [Bellettini] for their trust and dedication in the project and for helping make this partnership come to life."
