In what could be one of the most stylish moves in motorsport history, luxury fashion house Gucci is reportedly gearing up to make its Formula 1 debut as the title sponsor of the Alpine F1 team starting in 2027.
According to a report from GPBlog, Gucci is set to take over the naming rights from current title sponsor BWT, whose partnership with the French team will come to an end this year. If the deal goes through, the team will be rebranded as the Gucci Alpine Formula One Team—a name that blends high fashion with high-octane racing.
The key figure behind this potential partnership is none other than Luca de Meo, the former Renault CEO who played a pivotal role in establishing Alpine's presence in Formula 1. De Meo now serves as CEO of Kering, the French luxury group that owns Gucci. His dual connections make him the perfect bridge between the world of elite fashion and premier class racing.
For Gucci, this move is about more than just branding—it's a strategic play to tap into Formula 1's rapidly growing fanbase, particularly in the United States and Europe. As F1 continues to expand its global appeal, luxury brands are increasingly eyeing the sport as a platform to reach younger, affluent audiences.
While the financial details remain under wraps, GPBlog reports that the deal is expected to bring in "tens of millions" of dollars for Alpine. When asked about the rumors, an Alpine spokesperson gave a characteristically tight-lipped response: "Alpine Formula One Team is constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners. The discussions are however always kept confidential and they are disclosed only when confirmed and agreed by all parties."
On the track, Alpine is already showing signs of a strong comeback. After four races in the 2026 season, the team sits fifth in the Constructors' Championship with 23 points—a dramatic turnaround from their last-place finish in 2025, where they managed just 22 points all season. This is Alpine's first year as a Mercedes customer team, and the early results suggest the partnership is paying off.
The Enstone-based squad is now just seven points behind Red Bull Racing, and with Pierre Gasly in strong form—holding 16 points and sitting ninth in the drivers' standings—the team has plenty of momentum heading into the rest of the season. If the Gucci deal materializes, it could be the perfect cherry on top of an already impressive resurgence.