Gucci becomes first luxury fashion house to title-sponsor Formula One team Alpine

Gucci has made history by becoming the inaugural luxury fashion brand to be the title partner of a Formula One team, having secured a sponsorship arrangement with Alpine that will commence in the 2027 season. The team will be rebranded as the 'Gucci Racing Alpine Formula One Team' and will race in Gucci's iconic red, green, and gold palette, featuring a unique logo that showcases an interlocking double-G alongside the word 'Racing.' This collaboration was revealed by Gucci's president and CEO, Francesca Bellettini, along with Alpine's leadership, including CEO Philippe Krief and executive advisor Flavio Briatore, as well as Renault Group CEO François Provost and Kering CEO Luca de Meo. Gucci's artistic director, Demna, who joined in July 2025 after a decade at Balenciaga, has also been involved in various notable projects, such as a short film with Spike Jonze and Halina Reijn starring Demi Moore, a runway show inspired by Florence's Uffizi Museum, a Salone del Mobile installation, and a Cruise 2027 event in Times Square attended by stars like Mariah Carey and Kim Kardashian. This sponsorship enhances Gucci's established ties to sports, which already include partnerships with tennis champions Jannik Sinner and Aryna Sabalenka. As of now, Alpine ranks fifth in the 2026 team standings, with drivers Pierre Gasly and Franco Colapinto.