Formula One team Alpine has named Gucci as its new title sponsor from 2027, racing under the name of Gucci Racing Alpine Formula One Team from the 2027 season.

This marks the the first time a luxury fashion house has served as the title partner to a F1 team. Gucci will be taking over from BWT and will introduce a brand new livery for the team.

Alpine’s Executive Advisor Flavio Briatore said: “Partnering with a prestigious brand of Gucci’s calibre in Formula 1 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 the partnership with Gucci brings and the great things we can achieve together at a global level. The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula 1

It will create Gucci Racing, a brand new experiential platform that “sits at the intersection of luxury and sport”.

Francesca Bellettini, president and chief executive officer of Gucci, added: “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 1.

“That reflects our ambition for the brand and the role we want Gucci to play on this stage. Formula 1 represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One Team is the right partner to bring this vision to life”.

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