Racing
© Jonathan Borba
Alpine has confirmed that it will replace BWT with Gucci as its title sponsor from the 2027 Formula 1 season and race under the new name Gucci Racing Alpine Formula One Team.
The switch marks a major identity change for the Enstone-based team and gives Formula 1 its first luxury fashion house in title-partner status. Alpine said the agreement is multi-year, although it did not disclose financial terms. Reports cited in the announcement’s aftermath have valued the deal at roughly $50 million to $60 million per season, with the overall package expected to exceed $150 million once performance-related bonuses are included.
That money will come with a visible rebrand. Alpine said it will “compete in Gucci colours” from the start of 2027, with the team expected to move away from the blue-and-pink look associated with the BWT era. Early details around the partnership point to a black-and-gold Gucci Racing identity, though Alpine is understood to want to retain some of its traditional blue within the new design.
Gucci is framing the move as more than a standard sponsorship. Francesca Bellettini, Gucci president and CEO, said: “This partnership with Alpine F1 Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in Formula One.” She added that “F1 represents today a unique convergence of performance, culture, and global reach, and Alpine is the right partner to bring this vision to life.”
The partnership also launches Gucci Racing, which the team has described as a new business and experiential platform, underlining that this is intended as a broader brand play rather than simple logo placement.
For Alpine, the announcement ends a five-year title-partner run with BWT and ties the team’s commercial reset to its recent progress on track. Flavio Briatore, Alpine executive advisor, said he was “incredibly proud” to secure a deal with a brand of Gucci’s stature and argued it fits Enstone’s character. “The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in F1,” Briatore said.
He also linked the agreement to the team’s current upward trend, saying Alpine’s improved performance and best-ever points total at the start of a season showed “the growing momentum behind the team,” with the Gucci deal now set to define the next phase of that push from 2027.