Alpine will enter the 2027 Formula One season under a new identity after luxury fashion house Gucci signed on as the team’s title sponsor, the French outfit said on Wednesday.
The team will compete as the Gucci Racing Alpine Formula One Team, with the partnership also bringing a redesigned livery featuring Gucci’s signature red and green colours in place of Alpine’s current blue and pink scheme.
Alpine said the agreement would create “a new business and experiential platform” combining the values of performance, precision and excellence at the intersection of luxury and sport.
Executive advisor Flavio Briatore said the partnership reflected the growing momentum around the Enstone-based team.
“Partnering with a prestigious brand of Gucci’s caliber in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of,” Briatore said in a statement.
“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 Francesca Bellettini said the Italian fashion label would become the first luxury fashion house to serve as title sponsor of a Formula One team.
“Formula One 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,” Bellettini said.
After finishing last in the constructors’ standings in 2025, Alpine have climbed to fifth this season. Driver Pierre Gasly is eighth in the standings, while teammate Franco Colapinto sits 11th.
