Report: Gucci Eyes Major F1 Team Sponsorship for 2027

Luxury fashion brand Gucci is reportedly set to enter the world of Formula 1 by becoming the title sponsor of the Alpine F1 team in 2027.

According to a report by GPBlog, the current title sponsor of Alpine, BWT, will end its association with the French team at the end of this year. For the 2027 season, Alpine will be renamed to Gucci Alpine Formula One Team.

Former Renault CEO Luca de Meo, who played a major support role in Alpine’s F1 presence, is said to be the link that made the Gucci-Alpine deal possible.

De Meo is the CEO of the French multinational luxury group Kering, which happens to be Gucci’s parent company. Through a partnership with Alpine, Gucci will gain access to premier class racing, widening its scope to a growing fanbase across America and Europe.

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The financials have been kept confidential, but GPBlog confirms that the deal is expected to benefit Alpine by “tens of millions” of dollars. When Alpine was asked about its link with Gucci, the team gave a typical response, which read:

“Alpine Formula One Team is constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners. The discussions are however always kept confidential and they are disclosed only when confirmed and agreed by all parties.”

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