The world of Formula 1 is set to see a new luxury partnership as Gucci takes over as the title sponsor of the Alpine Formula 1 team starting in 2027. This change marks a significant shift in branding for the team, which will adopt Gucci’s signature colors of red, green, black, and gold, moving away from the current blue and pink associated with Alpine and BWT, the outgoing sponsor.

Gucci’s Entry into Formula 1

Gucci’s entry into Formula 1 as a title sponsor is not entirely unprecedented in the sport. The partnership follows a trend where non-traditional brands, such as energy drink companies and fashion labels, have successfully integrated into the racing scene. For instance, Red Bull’s second team competed under the name Scuderia AlphaTauri from 2020 to 2023 to promote its clothing brand.

Alpine, sometimes referred to as Team Enstone due to its history of name changes, has a legacy of partnerships with fashion brands. From 1986 to 2001, the team was known as Benetton, a fashion label that achieved considerable success, including two championships with Michael Schumacher in the mid-1990s.

Alpine’s Recent Performance

In recent years, Alpine has been making strides in Formula 1. After struggling with an underpowered Renault engine, the team has switched to a more competitive Mercedes power unit. This change has propelled Alpine to a respectable fifth place in the constructors’ standings in 2026, with drivers Pierre Gasly and Franco Colapinto delivering strong performances.

As Alpine continues to improve, Gucci’s involvement comes at a promising time. While the team is not yet competing for race wins every week, the upward trajectory suggests that Gucci’s investment could coincide with further successes on the track.

Overall, the partnership between Gucci and Alpine highlights the ongoing allure of Formula 1 for luxury brands and the potential for fashion and motorsport to create a dynamic and visually striking collaboration.

Original reporting: Fox News (HLL/CB) — read the source article.