Gucci has signed a long-term deal with Alpine to become the team’s title partner starting in 2027. The Enstone team will compete as the “Gucci Racing Alpine Formula 1 Team,” incorporating Gucci’s visual identity into its grid presence. The agreement ends BWT’s five-year tenure as Alpine’s title sponsor. The partnership also supports “Gucci Racing,” a new platform combining business, experience, sport, and culture. Gucci positions Formula 1 as a convergence of performance, culture, and global reach, and presents Alpine as the partner aligned with that vision. The brands’ connection is framed through shared emphasis on ambition, identity, and branding in motorsport.
"Gucci has officially signed a long-term deal with Alpine, taking over as the team's title partner from the 2027 season in a move that pushes F1 even deeper into the world of high fashion. From 2027 onward, the Enstone outfit will line up on the grid as the 'Gucci Racing Alpine Formula 1 Team,' with the Italian fashion house's unmistakable aesthetic becoming part of the team's visual identity. But Gucci isn't simply slapping its logo on a car and calling it a day."
"The partnership, which closes the chapter on BWT's five-year run as Alpine's title sponsor, also acts as the springboard for 'Gucci Racing', a new platform the brand describes as a fusion of 'business, experience, sport, and culture' - built around the same traits F1 worships. There's a certain symmetry in the brands' pairing. Alpine itself was born from ambition and style when Jean Rédédé founded the marque in 1955."
"Speaking on the announcement, Francesca Bellettini, Gucci president and CEO, described the partnership as "a new chapter" for the brand. "This partnership with Alpine Formula 1 Team writes a new chapter: Gucci becomes the first luxury fashion house to serve as Title Partner in Formula 1. That reflects our ambition for the brand and the role we want Gucci to play on this stage. 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.""
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