Alpine Set to Become Gucci Alpine Formula One Team from 2027 via Major Sponsorship Deal

The Alpine Formula 1 team is expected to be renamed Gucci Alpine Formula One Team starting in the 2027 season, according to sources. The luxury fashion house Gucci, part of the Kering group, is set to become the French squad’s new title sponsor after current backer BWT ends its deal at the close of 2025.

Why it matters:

This partnership brings one of the world’s most recognizable luxury brands into F1, leveraging the sport’s surging popularity in the United States and Europe. It also reunites the team with Luca de Meo, the former Renault CEO who drove the squad’s reinvention, now serving as CEO of Kering—Gucci’s parent company.

The details:

• Sponsorship shift: BWT’s title sponsorship of Alpine concludes after the 2025 season, clearing the way for Gucci to take over from 2027 (with the 2026 season likely bridging under a transitional name).
• Corporate connections: Luca de Meo, a key figure in Alpine’s creation as Renault’s F1 arm, became CEO of Kering in mid-2024. The link makes Gucci’s entry a natural fit.
• Financial impact: The deal is expected to bring Alpine tens of millions of dollars annually, a major boost as the team works to climb the midfield.
• Team statement: When approached by GPblog, Alpine confirmed it is “constantly looking for new partnership opportunities” but declined to comment on specific brands, stating discussions remain confidential until fully agreed.

What's next:

• Official confirmation is likely later in 2025 or early 2026 as contracts are finalized. The rebrand will include a new livery and full team name from the 2027 season.
• Gucci’s entry underscores the rising commercial value of F1, particularly for luxury brands targeting younger, global audiences through the sport’s glamour and race-week exposure.