Gucci brand becomes the main sponsor of the Alpine team
The luxury fashion brand Gucci, famous worldwide, will become the main sponsor of the Alpine Formula 1 team starting from the upcoming season. This was reported by Zamin.uz.
The brand, led by former Renault Group CEO Luca de Meo, is expected to take over the sponsorship role currently held by BWT, the team’s active sponsor. As a result, from 2027 onwards, the team based in Enstone will officially be named the Gucci Racing Alpine Formula 1 Team.
This significant development was reported by Autocar magazine. According to the terms of the newly established agreement, the team will completely move away from its traditional French blue and red colors.
Instead, the race cars will be painted in colors associated with the Italian brand. Last year, Luca de Meo, who stepped down as CEO of the Renault Group and now leads the Kering Group—which owns major brands like Gucci—played a key role in bringing this partnership to life.
It is worth noting that De Meo had previously, during his time at Renault management, advocated for the idea of reorganizing the team under the Alpine brand. This strategic partnership reaffirms Formula 1’s commitment to the sport, despite Renault’s decision to halt its own engine production program and switch to using Mercedes-AMG engines.
As part of the deal, Gucci plans to launch a new Gucci Racing brand. According to De Meo, Formula 1 offers unparalleled opportunities for luxury brands to conquer new markets and build long-term influence.
Flavio Briatore, executive advisor of the Alpine team, expressed his satisfaction with the broad opportunities this collaboration presents. He emphasized that the Enstone team’s rich and unique history, combined with the world of fashion, can be successfully merged with motorsport.
This, in turn, is seen as a nod to the successful years the team achieved under the Benetton brand. The alliance aims not only to improve sporting results but also to shape a new style and culture in the world of motorsport.
