Alpine Issues Statement as Gucci Emerges as Potential Title Sponsor for 2027

Alpine F1 has responded to growing speculation that luxury fashion house Gucci could become its new title sponsor from the 2027 season, replacing current partner BWT. In a statement to PlanetF1.com, the team acknowledged it is 'constantly looking for new partnership opportunities' but declined to comment on specific discussions.

The rumors gained traction after Luca de Meo, former Renault CEO who resigned in early 2025, was appointed CEO of Gucci's parent company in September 2025. De Meo maintains a close relationship with Alpine executive adviser Flavio Briatore, who brought him back to the team in 2024. Briatore himself has a background in fashion, having worked for Benetton before entering F1.

Why it matters:

Fashion brands are increasingly investing in F1, with Tommy Hilfiger (Cadillac), New Era (Williams), and Adidas (Audi, Mercedes) already on the grid. A Gucci-Alpine tie-up would further blur the lines between motorsport and luxury lifestyle, while providing a significant financial boost to the Enstone-based team.

The details:

• Alpine's current naming deal with BWT has been in place since 2022 and is expected to expire at the end of this year.
• De Meo's move to Kering (Gucci's parent) and his history with Briatore make the connection plausible, though no deal has been confirmed.
• Briatore's fashion background adds another layer: he helped bring Benetton into F1 in the 1980s.
• Alpine currently sits fifth in the 2026 constructors' standings with 23 points, a major improvement from last in 2025.
• Pierre Gasly's sixth place in China is the team's best result so far.

What's next:

The partnership remains speculative, but if confirmed, Gucci would join a growing list of fashion brands in F1. Alpine's current apparel deal with Castore (signed for 2025) could face competition, especially as Red Bull is also dropping Castore for Adidas in 2027. With Alpine's on-track resurgence, a high-profile sponsor like Gucci would signal the team's ambition to return to the front of the grid.