The Alpine Formula 1 team is set for a major rebrand next season, with Gucci becoming its new title sponsor.
Renamed the Gucci Racing Alpine Formula One Team, the outfit will adopt the fashion house’s iconic red and green colours, replacing Alpine’s current blue-and-pink identity.
Alpine said the partnership will establish “a new business and experiential platform” centred on shared values such as performance, precision, discipline, and excellence, combining the worlds of luxury and motorsport.
Executive advisor Flavio Briatore welcomed the deal, describing the collaboration with Gucci as a proud moment for the team.
“Partnering with a prestigious brand of Gucci’s calibre in Formula 1 as title partner of Alpine Formula One Team is something I am incredibly proud of,” Briatore said. “I’m excited by the opportunities this partnership brings and what we can achieve together on a global scale.
“The Enstone team has always done things differently and has previously shown that fashion can thrive in Formula 1. With improved performances on track and Alpine enjoying its strongest-ever start to a season in terms of points, this collaboration reflects the growing momentum behind the team.”
Gucci president and chief executive officer Francesca Bellettini also praised the agreement, noting that Gucci has become the first luxury fashion house to serve as the title sponsor of an F1 team.
“That reflects our ambition for the brand and the role we want Gucci to play on this stage,” Bellettini said. “Formula 1 today represents a unique blend of performance, culture, and global reach, and Alpine Formula One Team is the ideal partner to bring this vision to life.
“Gucci Racing is more than simply a presence on the grid — it is an expression of who we are and where we want to take the brand. There is much more to come, and we are grateful to Alpine and the Renault Group for sharing this ambition.”
After finishing bottom of the constructors’ standings in 2025, Alpine have made a strong turnaround this season and currently sit fifth in the championship. Driver Pierre Gasly is eighth in the standings, while teammate Franco Colapinto occupies 11th place.
