Gucci will become the title partner of Renault's Alpine Formula One team starting in the 2027 season, the Italian luxury brand announced Wednesday. The team will be rebranded as Gucci Racing Alpine Formula One Team, replacing current title partner BWT.
The move is part of Gucci's broader strategy to revive sales through high-visibility partnerships. The collaboration falls under Gucci Racing, described as "a new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport."
For luxury brands facing declining global demand, Formula One events have become a key marketing arena. In 2024, Liberty Media secured a multi-year deal with LVMH valued at over $100 million. Gucci's deal marks the first time a luxury fashion house has lent its name to a racing team.
The partnership also strengthens ties between Kering CEO Luca de Meo and Alpine team principal Flavio Briatore, longtime allies. de Meo previously served as Renault's chief executive.
"Formula One has evolved far beyond sport to become one of the world's most powerful premium content platforms, reaching over 1.5 billion people each season," de Meo said.
Alpine, based in Enstone, England, has a storied history. The team won titles as Benetton with Michael Schumacher in 1994 and 1995, and as Renault with Fernando Alonso in 2005 and 2006. After finishing last in 2025, Alpine has started 2026 strongly, currently sitting fifth out of 11 teams after five rounds.