Gucci has announced a historic partnership with Alpine Formula One Team, becoming the first luxury fashion house to serve as title partner of a Formula One team. Beginning with the 2027 FIA Formula One World Championship, the team will officially compete under the name “Gucci Racing Alpine Formula One Team.”

The partnership introduces Gucci Racing, a new platform designed to merge luxury, performance, and cultural influence through a series of experiences, products, and collaborations centered around F1. Featuring a dedicated logo that combines Gucci’s iconic interlocking G with a new Gucci Racing wordmark, the initiative signals a major expansion of the House’s ambitions beyond fashion and into one of the world’s fastest-growing global sports platforms.

The announcement reflects F1’s evolution into a global entertainment and lifestyle phenomenon. With an audience exceeding 1.5 billion viewers per season and growing appeal among younger and increasingly female demographics, the sport has become an attractive space for luxury brands seeking both visibility and cultural relevance. The house described F1 as a platform offering “unparalleled global reach” and access to a rapidly expanding premium audience.

Francesca Bellettini, President and CEO of Gucci, described the partnership as “a new chapter” for the brand, positioning Gucci Racing as more than a sponsorship and instead as an expression of the House’s broader cultural ambitions within Formula One. Executives across Gucci, Kering, and Renault Group emphasized the collaboration’s strategic importance, highlighting Formula One’s evolution into a powerful global platform capable of driving long-term brand value, cultural relevance, and engagement with younger audiences.

While branding visibility on the grid will be a major component of the partnership, Gucci and Alpine intend for the collaboration to extend far beyond race weekends. Over the coming seasons, Gucci Racing will expand into content creation, exclusive products, immersive client experiences, and high-profile cultural activations designed to position the platform as a long-term luxury and lifestyle ecosystem.