Gucci To Enter F1 As Alpine Title Sponsor in 2027

By Danial Martinus • 28 May 2026 in Hanger

Thirsty for JUICE content? Quench your cravings on our Facebook, Instagram, TikTok and WhatsApp

The world of Formula One (F1) is no stranger to having big names grace their cars’ liveries and team kits. It’s how the sport keeps on going, with big bucks making every cog in the machine turn.

In 2027, F1 will be seeing another fashion house join the grid, with Gucci entering the sport as the title sponsor for French racing outfit Alpine, currently officially known as BWT Alpine Formula One Team.

Introducing: Gucci Racing Alpine Formula One Team

As Alpine’s new title sponsor for the 2027 season, Gucci will naturally have its name and branding sprawled all across the team’s cars, kits, and overall identity.

From 2027 onwards, the team will officially be called Gucci Racing Alpine Formula One Team, departing from current title sponsor, BWT.

View this post on Instagram

A post shared by GUCCI (@gucci)

The new partnership and name change definitely lends a hand in upping the prestige of the team, with Gucci being a more well-known name than… an Austrian water treatment company. But what does this mean for the team?

One of the most immediate and obvious changes will be seen on the cars’ liveries, which will prominently feature Gucci logos and colours, a dramatic shift from the current pink-and-blue appearance from BWT.

Alpine Executive Advisor, Flavio Briatore (L) and Gucci President, CEO, Francesca Bellettini (R). (source: F1)

“With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team,” says Alpine Executive Advisor, Flavio Briatore.

“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,” says Gucci President and CEO, Francesca Bellettini.

“Gucci Racing is more than a presence on the grid. It is an expression of who we are and where we want to take the brand. And there is much more to come. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.”

Alpine’s current livery for the 2026 season. (source: F1)

Alpine currently sit in fifth place in the Constructor’s Championship standings, with drivers Pierre Gasly and Franco Colapinto proving to be a potent pairing amid improved performance figures.