Official – Gucci becomes the new title partner ofAlpine in Formula 1

After several years of partnership with BWT, which began in 2022, Alpine will race under the name "Gucci Racing" Alpine Formula One Team » from the 2027 season of the world championship Formula 1After the LVMH group, which has been a global and official partner of Formula 1 since 2025, the French group Kering, the world's second-largest luxury goods company after LVMH, is also joining the starting grid.

The Kering Group is headed by none other than Luca de Meo, who was the Group's CEO. Renault until last June. The Italian leader is therefore returning, in a way, to familiar territory. enstone, by engaging the Gucci brand alongside the French manufacturer.

"Formula 1 has far transcended the realm of mere sport to become one of the most influential premium content platforms in the world.", he explained. “It reaches more than 1,5 billion people each season and attracts a rapidly growing, increasingly younger and female audience. As a space dedicated to creativity, the pursuit of excellence, and human flourishing, we see it as a unique platform for a luxury brand to push boundaries, create meaningful connections, and strengthen its long-term value and appeal, while generating a measurable and lasting impact.”

François Provost, who succeeded de Meo as head of Renault in the middle of last year, believes that this new agreement helps to consolidate the ambitions ofAlpinenot only within the Formula 1 world championship, but also in the global automotive landscape.

“Formula 1 is one of the most dynamic and attractive platforms in world sport. For the Renault Group, a historic Formula 1 constructor, it represents a major asset in supporting the ambition of…”Alpine "To strengthen its brand awareness, appeal, and influence across all markets, while reaching new audiences and younger generations. We are delighted by this opportunity to collaborate with Kering on this partnership, and we look forward to our collaboration with Gucci starting in 2027."

The collaboration between Gucci and Alpine also leads to the creation of Gucci Racing, which aims to be a platform at the intersection of the worlds of sport and luxury.

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