Gucci to Become Title Partner of Renault's Alpine F1 Team from 2027

Italian luxury brand Gucci is set to become the title partner of Renault's Alpine Formula One team from the 2027 season, rebranding the team as Gucci Racing Alpine Formula One Team. This strategic move signifies Gucci's latest effort to enhance its global visibility and revitalize sales following a period of decline.

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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 and inspiring a rapidly expanding, younger and increasingly female audience.

The collaboration is designed to be part of "Gucci Racing," a new business and experiential platform that the brand states will be built around core values of performance, precision, discipline, and excellence. This initiative places Gucci at the intersection of luxury and the high-octane world of motorsport, a domain increasingly attractive to luxury brands seeking to connect with a younger, expanding audience.

Formula One has become a significant new playing field for luxury brands facing falling global demand for traditional products like handbags and dresses. In 2024, Formula One secured a multi-year deal with LVMH valued at over $100 million. While financial details of the Gucci deal remain undisclosed, it establishes Gucci as the first luxury fashion house to lend its name directly to a racing team.

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We see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.

The partnership also strengthens ties to Luca de Meo, CEO of Gucci's French parent company Kering, who previously served as CEO of Renault. De Meo views Formula One as a "powerful premium content platform" reaching over 1.5 billion people annually, with a growing, younger, and increasingly female audience. He sees it as a unique venue for a luxury brand to "push boundaries, spark meaningful connections and build long-term value and brand desirability."

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Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level.

Alpine's team, managed by Italian businessman Flavio Briatore, has a history of success, having won championships as Benetton and Renault. Despite finishing last in 2025, Alpine has shown a strong start to the 2026 season, currently sitting fifth out of eleven teams. Briatore expressed pride in the deal, anticipating great achievements together on a global scale and noting the team's history of "doing things differently" and proving that "fashion can finish first in Formula One."

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The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One.