Alpine to become “Gucci Racing” in 2027 with a black‑and‑gold makeover

The new era of Formula 1 has been kind to Mercedes — but perhaps no one has benefited more dramatically than one of its customer teams. By ditching its own power‑unit program and switching to Mercedes engines, Alpine has gone from backmarker to the clear leader of F1’s midfield, a leap forward that’s now paying off in a massive way off the track.

On Wednesday, the team announced a blockbuster partnership: starting in 2027, Gucci will become Alpine’s title sponsor, giving the team an entirely new identity —Gucci Racing Alpine Formula One.

And the transformation won’t stop at the name. Alpine will drop its current blue‑and‑pink livery in favor of Gucci’s signature palette. Expect a black‑and‑gold design reminiscent of the classic Lotus era, one of the most stylish looks the sport has ever seen.

Briatore: “Partnering with such a prestigious brand is a huge point of pride”

Flavio Briatore, Alpine’s executive advisor, celebrated the deal with trademark flair: “Partnering with such a prestigious brand is something I’m incredibly proud of. Enstone has a long history of doing things differently, and we’ve already shown that fashion can thrive in F1. With our improved performance and Alpine achieving its best start to a season ever, this collaboration shows the team’s growing momentum.”

A first in Formula 1: a luxury fashion house as a title sponsor

This marks the first time a luxury fashion brand has taken over naming rights for an F1 team — and the connection isn’t random. Luca de Meo, who stepped down as CEO of Renault Group last year, is now CEO of Kering, Gucci’s parent company. The bridge between the two worlds was already built.

De Meo explained the strategy: “We see F1 as a unique platform for a luxury brand to push boundaries, build meaningful connections, and create long‑term value.”

Gucci’s vision: performance meets culture

Francesca Bellettini, Gucci’s president and CEO, emphasized the cultural impact behind the move: “F1 represents a unique convergence of performance, culture, and global reach. Alpine is the ideal partner to bring this vision to life. Gucci Racing is more than a presence on the grid — it’s an expression of who we are and where we want to take the brand.”

To kick off the partnership, Pierre Gasly and Franco Colapinto have already posed with a covered F1 car draped in Gucci colors, teasing the luxury‑infused design that will debut next season.

Get closer to the game! Whether you like your soccer of the European variety or that on this side of the pond, our AS USA app has it all. Dive into live coverage, expert insights, breaking news, exclusive videos, and more. Plus, stay updated on NFL, NBA and all other big sports stories as well as the latest in current affairs and entertainment. Download now for all-access coverage, right at your fingertips – anytime, anywhere.

And there’s more: check out our TikTok and Instagram reels for bite-sized visual takes on all the biggest soccer news and insights.