Gucci entra oficialmente na F1 e dará nome à equipa Alpine

Gucci will officially enter Formula 1 from 2027, becoming the title partner of Alpine in one of the most surprising partnerships seen in recent years.

The announcement was confirmed by Formula 1 itself and highlights a trend that has become increasingly visible in the paddock: the growing connection between motorsport and luxury brands.

Starting from the 2027 season, the Italian fashion house will have a much stronger presence within the French team, with its name and visual identity appearing across several aspects of Alpine’s Formula 1 programme.

Fashion and speed are becoming increasingly connected

In recent years, Formula 1 has evolved into much more than just a racing championship.

The sport’s growing global audience, driven by new generations of fans, has encouraged several luxury brands to invest heavily in the series. Watches, jewellery, clothing and premium accessories have become common sights at Grand Prix events.

The arrival of Gucci represents another step in this evolution and places one of the world’s most famous fashion brands directly alongside a Formula 1 team.

What does Alpine gain?

For Alpine, this partnership represents far more than simply securing a new sponsor.

Beyond the financial boost, the agreement is expected to significantly increase the team’s global visibility, helping the French manufacturer strengthen its position in an increasingly competitive championship.

The two companies are also expected to develop exclusive collections, special events and various promotional activities aimed at Formula 1 fans.

The partnership is set to officially begin in 2027, when further details about the team’s new visual identity are expected to be revealed.

One thing is certain: Gucci’s arrival in Formula 1 shows that the championship continues to attract some of the biggest brands in the world, far beyond the automotive industry.

Sources: Formula 1, Auto Drive, Gucci