Formula 1 has a striking new name on the grid. Alpine has confirmed that Gucci will replace BWT as its title sponsor from 2027, making the Italian fashion house the first luxury brand to back a team outright in the championship.
It is a landmark moment for both parties. Louis Vuitton already has a relationship with Formula 1 itself, but no luxury label has previously committed to a single team as its headline partner. For Alpine, it is a substantial financial upgrade and, for executive adviser Flavio Briatore, a return to familiar territory after he turned Benetton into a fashion-branded world championship winner in the 1990s.
The figures involved underline the scale of the ambition. The Race's John Noble, reporting from the launch in Paris, said the agreement is understood to be a three-year deal worth an estimated 50 to 60 million per year, pushing the total beyond 150 million dollars once performance bonuses are included. By comparison, the outgoing BWT arrangement was reckoned to be worth around 25 to 30 million per year, so the Gucci tie-up represents a significant step up in both finances and profile.
Briatore left no doubt about what the investment is for. Banging his hand on the table as he addressed the media, he declared: "I'm here to win. I came back to Formula 1 to win." Asked what the team still needs to reach the front, his answer was blunt: "Half a second. We need to find half a second."
This is far more than a logo on a car. Gucci chief executive Francesca Bellettini confirmed the team will race in the brand's new black-and-gold racing colours. Asked directly whether that was how the car would look, she replied simply: "That's the plan." Alpine chief executive Philippe Krief indicated that the team's signature blue would remain in some form, leaving the final livery still to be resolved.
The partnership is designed to extend deep into the team. Gucci is expected to produce performance wear for drivers and mechanics, as well as travel and paddock clothing, and to push a dedicated Gucci Racing line that fans will be able to buy worldwide. Both brands are chasing the same audience: younger and increasingly female car buyers and grand prix viewers.
The deal also lands against a backdrop of ownership intrigue. Mercedes has been linked with buying a minority stake in Alpine, while Red Bull's Christian Horner has been floated as a potential investor. Alpine leadership stressed the discussions remain ongoing and that they will not rush into anything they are not happy with, insisting the team is committed to Formula 1 for the long term rather than being primed for sale. The Race noted that McLaren's Zak Brown has written to the FIA opposing joint ownership arrangements across teams, adding another layer to the politics.
For now, the message from Alpine is one of intent. A year ago the team was fighting at the back of the grid amid talk of selling up; it now sits at the sharp end of the midfield with a long-term blue-chip backer. Briatore believes another couple of tenths into 2027 could put the team on the coat-tails of the top four, with Pierre Gasly already contracted and Franco Colapinto's recent upturn — including a strong Canadian Grand Prix — earning warm praise.
There will be no overnight transformation. But as a statement of ambition, the arrival of Gucci is hard to top.
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*Originally published on [News Formula One](https://newsformula.one/article/alpine-gucci-title-sponsor-150m-deal-2027). Visit for full coverage.*
