MOTOR RACING: Gucci taking over title sponsorship for F1's Alpine in 2027

The Alpine Formula 1 team will have a new look next year when Gucci takes over as the title sponsor.

The Gucci Racing Alpine Formula One Team will feature the sponsor's red and green color scheme, a switch from Alpine's current blue and pink.

According to Alpine, the agreement will create "a new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport."

Alpine executive advisor Flavio Briatore added in a statement, in part, "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.

"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."

Gucci president and chief executive officer Francesca Bellettini lauded the company becoming the first luxury fashion house to act as the title sponsor of an F1 team.

"That reflects our ambition for the brand and the role we want Gucci to play on this stage," Bellettini said. "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.

"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."

After coming in last place (10th) in the F1 team standings in 2025, Alpine currently sit in fifth place. Alpine's Pierre Gasly holds eighth place in the driver standings, and teammate Franco Colapinto sits in 11th.

-Field Level Media/Reuters