There is glamour on the Formula 1 grid for 2027. Alpine has announced that Gucci will take over from BWT as its title sponsor, the first time a luxury fashion house has fronted a team in the championship.
The significance is twofold. While Louis Vuitton partners Formula 1 centrally, no high-end brand has previously put its name to an individual team. And for Alpine adviser Flavio Briatore, it echoes his Benetton glory years, when he fused fashion and racing into a title-winning project.
The money reflects the ambition. According to The Race's John Noble, who covered the Paris unveiling, the partnership is believed to be a three-year arrangement worth a reported 50 to 60 million annually — more than 150 million dollars in total with bonuses. The previous BWT deal was valued at roughly 25 to 30 million per year, making Gucci a major leap in both revenue and prestige.
Briatore was emphatic about the goal. Thumping the table, he said: "I'm here to win. I came back to Formula 1 to win." Pressed on what is missing, he replied: "Half a second. We need to find half a second."
The collaboration runs well beyond branding. Gucci CEO Francesca Bellettini confirmed the car will adopt the label's new black-and-gold racing identity, answering "That's the plan" when asked if that was the design direction. Alpine boss Philippe Krief suggested the team's blue would survive in some form, with the livery not yet finalised. Performance wear for drivers and mechanics, paddock clothing and a worldwide Gucci Racing retail line are all part of the plan.
The announcement comes amid ownership speculation, with Mercedes linked to a minority stake and Christian Horner mentioned as a possible investor. Alpine insists those talks are ongoing, that it will not be rushed, and that it is committed to the sport rather than preparing an exit. McLaren's Zak Brown has reportedly written to the FIA opposing cross-team ownership.
Twelve months ago Alpine was propping up the grid; today it leads the midfield with a global backer and long-term backing. Briatore reckons a couple more tenths in 2027 could bring the top four within reach, with Pierre Gasly secured and Franco Colapinto impressing of late, including a strong run in Canada. The transformation will take time — but the Gucci deal is a loud declaration of where Alpine intends to go.
