BWT out, Gucci in? Alpine breaks silence on shock 2027 tie-up

The French squad has been synonymous with Austrian water systems manufacturer BWT since 2022, but with that contract expected to expire at the end of this season, Alpine is reportedly eyeing a blockbuster sponsorship coup. Whispers of luxury powerhouse Gucci taking over as title sponsor in 2027 have intensified, fueled by boardroom links between Alpine’s parent company and Gucci’s parent, Kering.

Why it matters:

A Gucci-Alpine alliance would mark another milestone in F1’s shift toward lifestyle and fashion brands, reshaping how teams commercialize their identity. It also signals Alpine’s ambition to elevate its brand beyond the paddock, leveraging the sport’s global reach to attract a new audience.

The details:

• Boardroom connection: Kering, Gucci’s parent company, is led by former Renault CEO Luca de Meo, who deeply understands F1’s commercial mechanics. His influence makes the partnership feel like a calculated move rather than mere speculation.
• Alpine’s statement: The team confirmed it is "constantly looking for new partnership opportunities" and in talks with a wide range of brands, but declined to confirm or deny the Gucci rumor, keeping discussions confidential until finalized.
• F1’s new aesthetic era: The grid is increasingly stylish — Mercedes and Audi recently secured deals with Adidas, while Cadillac aligned with Tommy Hilfiger. Gucci would follow this trend, replacing the iconic BWT pink with its red and green stripes.

What's next:

While fans await confirmation, the prospect of Gucci on an F1 car is a testament to the sport’s expanding appeal beyond traditional automotive sponsors. Alpine’s next move will signal whether they aim to become a lifestyle powerhouse as well as a competitive team.