Alpine confirms Gucci as 2027 title sponsor amid F1 fashion shift

Alpine has secured a title sponsorship deal with Gucci set to take effect in 2027, marking a significant shift in the Formula 1 towards high fashion. The partnership emerged from Alpine Executive Advisor Flavio Briatore's efforts to brand the team amid its recent struggles. Initial resistance from Gucci’s leadership was overcome after Briatore showcased the appeal of F1 at the Monaco Grand Prix. This agreement adds a key rival to the luxury brands currently dominating F1 marketing, such as LVMH. The formal contract is seen as a boost to Alpine’s brand and financial future as it looks to revitalize its on-track performance alongside the glamorous sponsorship.

• 12:00 PMYahoo Sports — Flavio Briatore Saves Alpine’s Deal: How Gucci Went From a ‘Very Bad Idea’ to F1 Title Sponsor