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Speed meets style: Gucci enters Formula 1 with Alpine

Alpine is getting a customised luxury sponsorship for the 2027 F1 season: from next year, the French will be competing with Gucci as their main sponsor and title partner. Of course, the iconic logo will be visible on the cars - but it will also get exciting beyond the racetrack.

  • Text
    Marko Knab
  • Photos
    Alpine / Gucci

In Formula 1, only one thing counts: being number one. And to lead the way. Primarily on the track, of course, but ideally in all other areas as well. Following its recent sporting successes at the Canadian Grand Prix with sixth and eighth place, Alpine is taking the next step - and joining forces with Gucci. From the coming season, the racing team will be known as the "Gucci Racing Alpine Formula One Team". Fashion partners have been around as long as Formula 1 - but Gucci is the first luxury fashion brand to get involved. A true motorsport mindset.

Fashion partners have been around as long as Formula 1 - but Gucci is the first luxury fashion brand to get involved. A true motorsport mindset.

Of course, it's about much more than logos on sidepods and airboxes: Formula 1 is no longer just motorsport, but pop culture, Netflix drama and, above all, the luxury industry. Gucci understands exactly where attention is generated today: not only in the boutiques, but also increasingly between the grid walk, TikTok clip and hospitality suite in Monaco. This is exactly where the new "Gucci Racing" platform comes in. And Alpine is currently back on the sporting upswing. So? All is well.

"I am incredibly proud to be working with such a prestigious brand as Gucci in Formula 1. I am also looking forward to the opportunities that this partnership with Gucci will bring and the great things we can achieve together on a global level."
Flavio Briatore, Advisory Managing Director of the Alpine Formula 1 Team

The most exciting thing is what is likely to happen off the track. There is already talk of exclusive experiences, special products and activations. This probably means capsule collections, paddock clubs with a waiting list and race weekends that are somewhere between fashion week and a rock festival.

Formula 1 has long been more than just motorsport. With Gucci, this development now has its most luxurious expression to date - and Alpine is a partner that generates attention far beyond the racetrack.

Marko Knab

Marko Knab

Journalist & Photographer
Life writes the best stories - and Marko Knab tells them in text and picture form. His focus: people & their very own stories and cars, motorsports and travel stories. He already worked for Motorsport-Total.com while completing his Bachelor's degree in German Language, followed by a brief stint at a local daily newspaper and a Master's degree in literature and cultural theory - and ramp.

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