Alpine have confirmed that they will race under a new name on the Formula 1 grid next season. After weeks of speculation, the team has confirmed that its long-term title sponsor partnership with water technology company BWT will come to an end with the current campaign, and that Gucci will take over as its principal partner in 2027.
In a press release shared on Wednesday, it was confirmed that the outfit’s new official name will be the ‘Gucci Racing Alpine Formula One Team’. And the new partnership is set to change how the cars look on track, too, as Alpine announced that it will “compete in Gucci colours”.
The Gucci partnership was first reported earlier this month. At the time, an Alpine spokesperson refused to confirm the story but it always looked likely to happen, especially considering former Renault chief executive Luca de Meo is now the head of Gucci’s parent company Kering.
De Meo said: “Formula 1 has evolved far beyond sport to become one of the world’s most powerful premium content platforms, reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience.
“As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact.”
His successor at Renault, Francois Provost, said: “For Renault Group, as a historic Formula 1 manufacturer, it is a powerful asset to support Alpine’s ambition: building awareness, desirability and influence across markets, while reaching new audiences and young generations. We welcome the opportunity to engage with Kering through this collaboration, as we look forward to our collaboration with Gucci from 2027 onward.”
And team boss Flavio Briatore added: “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. Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level.
“The Enstone team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One. With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team. I would like to thank Luca and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life.”