Gucci enters Formula 1: It will have its own team next season

It is a historic contract, as Gucci thus becomes the first luxury fashion house in history to take on the role of title sponsor of a Formula 1 team.

In that place, he will replace the Austrian water treatment company BWT, which has sponsored the team since 2022. So from next season we will have a team called Gucci Racing, led by the legendary Flavio Briatore as a special advisor.

GUCCI RACING

From the 2027 FIA Formula One World Championship, Alpine will compete in the House’s colors as ‘Gucci Racing Alpine Formula One Team,’ marking the first time a luxury fashion house serves as title partner of a Formula One team.
#GucciRacing @AlpineF1Team pic.twitter.com/lyjtqk4jZs

— gucci (@gucci) May 27, 2026

The official name of the team from 2027 will be Gucci Racing Alpine Formula One Team, and the cars will undergo a complete change in appearance. BWT’s signature blue-pink color combination will be replaced by traditional Gucci colors: black, gold, red and green.

GUCCI RACING

Gucci and Alpine join forces in a new Formula One partnership, with the team set to race as ‘Gucci Racing Alpine Formula One Team’ from the 2027 FIA Formula One World Championship. The collaboration introduces Gucci Racing, a new business and experiential… pic.twitter.com/C7ibZFZ2H6

— gucci (@gucci) May 27, 2026

Alpine’s executive advisor Flavio Briatore expressed his pride in this partnership and emphasized that the factory in Enstone has already proven that fashion and top sport can be perfectly combined. The collaboration also includes the launch of the “Gucci Racing” platform, which will combine luxury and sport through the values ​​of precision, discipline and excellence.

This seemingly surprising deal has a clear background in management structures. Luca de Meo, who successfully led Renault and introduced the Alpine brand to Formula 1, moved to the Kering group, which owns Gucci, last year. By connecting these two parties, Alpine gains enormous financial power to fight with the leading teams, and the brand itself gains a significantly higher reputation on a global level.

The entry of high luxury into Formula 1 follows a wider trend on the grid. After LVMH became a global partner of the competition, and brands like Tommy Hilfiger and Hugo Boss entered into partnerships with Cadillac and Aston Martin, Gucci has now become the first fashion house in the role of title sponsor, reports Index.hr.

In the current 2026 season, in which it uses Mercedes engines, Alpine is experiencing a real revival in results after an extremely difficult 2025. The driving duo of Pierre Gasly and Franco Colapinto currently hold eighth and 11th place in the drivers’ standings, while Alpine sits a solid fifth in the constructors’ standings. With 35 points in the first five races of the season, they have already greatly exceeded last year’s total performance of only 22 points in Alpine.

(Vijesti.ba)