Alpine eyes Gucci deal for 2027 team reset

Gucci has emerged as the reported front-runner to become Alpine’s title sponsor from 2027, with BWT’s current deal due to expire at the end of 2026 in a move that could give the Enstone team a new official name and another major reset.

Multiple reports, led by GPblog, say the luxury fashion brand is in pole position to replace BWT as Alpine looks ahead to the end of its current sponsorship agreement. Alpine did not confirm a deal when approached, but it also did not rule out ongoing talks.

In a statement to GPblog, Alpine Formula One Team said it is “constantly looking for new partnership opportunities” and is in contact with “a wide range of brands and companies as potential partners.” The team added that discussions “remain confidential” and are only made public once all parties have confirmed and agreed them.

The reported fit is clear. Gucci is said to see Formula 1 as a platform to grow its popularity and visibility, particularly in the United States and Europe, two markets that have become increasingly important as the championship expands its global commercial reach. One report also linked the speculation to Luca de Meo’s move from Renault Group to Kering, Gucci’s parent company.

For Alpine, the significance is financial as much as symbolic. The reports say a title deal of this scale could be worth tens of millions of euros, with one estimate placing the figure in the 30 million to 60 million euro range. Even at that level, Alpine would still sit around the middle of the grid compared with title sponsorship benchmarks set by brands such as Oracle, HP, Petronas, Mastercard and Aramco.

The sponsorship talks land at a time when Alpine is already in the middle of broader change. The team has moved away from Renault power to become a Mercedes customer, gone through repeated management changes at Enstone and faced continuing uncertainty around the 24% stake in the team being offered for sale by Otro Capital.

That leaves the Gucci link looking bigger than a routine commercial discussion. If it progresses into a formal agreement, Alpine would head into 2027 with a new headline partner, fresh funding and another visible sign that the team’s next phase is being built around a different identity from the one it carried through the BWT era.