‘Gucci Racing Alpine Formula One Team’ is real, and it’s coming in the 2027 Formula 1 season. Alpine has officially announced its partnership with Gucci as the team’s title partner from 2027 onwards. With the team set to race in the Italian fashion house’s colors next year, this also marks the end of Alpine’s blue-and-pink era with BWT.
The occasion also marks the introduction of Gucci Racing, a “new business and experiential platform built around the values of performance, precision, discipline, and excellence at the intersection of luxury and sport.” In other words, the House wants in on motorsports action, and it’s not stopping at Formula 1. Gucci Racing with Toyota GR in the WRC, anyone?
Gucci CEO and president Francesca Bellettini celebrates the partnership as the first of its kind in F1 history, reflecting the brand’s ambition with this new venture: “Formula 1 represents today a unique convergence of performance, culture, and global reach, and Alpine Formula 1 Team is the right partner to bring this vision to life. Gucci Racing is more than a presence on the grid: It is an expression of who we are and where we want to take the brand.”
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Alpine itself is having a much better go at racing this year, currently ranking fifth behind Red Bull in the team standings. Much better than the 2025 season, which saw the French team dead last with just 22 points. Flavio Briatore, Alpine’s de facto team principal, adds: “With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team.”
Little else has been revealed so far, not even a hint at what the team’s new identity or kit will look like. Fair enough, since we’re not even halfway through the 2026 season yet. Monaco is up next on the race calendar, from June 5 to 7 next week.
Still, it has to make you wonder: Will Alpine’s signature blue play well with Gucci’s green, red, and gold on the livery next year?
