Fashion Meets Formula 1: Gucci Secures Alpine Title Partnership

Gucci enters Formula 1 as Alpine’s Title Partner from 2027 Luxury continues to accelerate in Formula 1 and this time the spotlight is on Gucci.

Starting from the 2027 season, the Italian fashion house will become Title Partner of Alpine Formula One Team, which will race under the name Gucci Racing Alpine Formula One Team. The partnership marks a first for the industry: never before has a luxury fashion brand taken on the role of title sponsor for a Formula 1 team.

From different sources, the estimate sponsorship value starts from $50 million per year.

More than a branding move, the deal introduces Gucci Racing, a new platform built around performance, precision and lifestyle experiences.

The move reflects fashion’s growing investment in global sports culture, following LVMH’s expanding presence in Formula 1 through brands such as Louis Vuitton, Moët & Chandon and TAG Heuer.

Gucci had already explored the sports space through tennis partnerships, but Formula 1 represents a far bigger global stage.

With this deal, fashion doesn’t just enter Formula 1, it officially takes its place on the starting grid.

By Emma Crugnola

Image Credit: Gucci