Alpine confirms Gucci as 2027 title sponsor amid F1 fashion shift
Yahoo Sports • 1 min read • Latest: Aug 1, 2026, 12:00 PM
Last updated Aug 1, 2026
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.
- •Alpine will race as the 'Gucci Racing Alpine Formula One team' starting in 2027.
- •Flavio Briatore played a central role in securing the sponsorship.
- •Gucci's involvement marks a rivalry with LVMH's Louis Vuitton.
- •The deal aims to help Alpine improve its brand and on-track performance.
- •The partnership reflects a broader trend of luxury brands in F1.
- 12:00 PMYahoo Sports — Flavio Briatore Saves Alpine’s Deal: How Gucci Went From a ‘Very Bad Idea’ to F1 Title Sponsor
"Formula 1 has officially entered its high-fashion era. With luxury conglomerates realizing the unmatched global reach of the F1 paddock, the grid is rapidly transforming into a high-speed runway. But while the paddock has recently been dominated by the massive…
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