Next year, the Alpine Formula 1 team will take on a new look as Gucci becomes its title sponsor—the first luxury fashion house to serve as a title sponsor for a Formula 1 team, Reuters reports, according to UNN.
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The Gucci Racing Alpine Formula One Team will utilize the sponsor's red-and-green color scheme, in contrast to Alpine's current blue-and-pink colors.
According to Alpine, the deal will create a "new business and expertise-sharing platform based on the values of performance, precision, discipline, and excellence at the intersection of luxury and sport."
Alpine Executive Advisor Flavio Briatore added in a statement, in particular: "I am incredibly proud to partner with such a prestigious brand as Gucci in Formula 1 as the title sponsor of the Alpine Formula One team."
"Moreover, I am also excited about the opportunities that the partnership with Gucci opens up and the greater achievements we can reach together on a global level. The Enstone team has a rich history of an unconventional approach and has previously demonstrated that fashion can take center stage in Formula 1. Improved results on the track and Alpine's best-ever points finish at the start of the season show that this new collaboration with Gucci demonstrates the team's growing momentum," he indicated.
Gucci President and CEO Francesca Bellettini praised the fact that the company has become the first luxury fashion house to act as a title sponsor for a Formula 1 team.
"This reflects our ambitions for the brand and the role we want to see Gucci play at this level," Bellettini said. "Formula 1 today is a unique blend of performance, culture, and global reach, and the Alpine Formula One Team is the right partner to bring this vision to life," she said.
"Gucci Racing is more than just a presence on the starting grid. It is an expression of who we are and where we want to take the brand. And there is much more to come. We are grateful to Alpine and the entire Renault Group for sharing these ambitions with us," she added.
After finishing in last place (10th) in the Formula 1 constructors' standings in 2025, Alpine currently holds fifth place. Alpine's Pierre Gasly sits eighth in the drivers' standings, while his teammate Franco Colapinto is eleventh.