Gucci officially joins Formula 1 They will partner with Alpine from 2027

Gucci is officially entering Formula 1. Starting from the 2027 season, the luxury brand will partner with Alpine as the team’s title sponsor. This marks the birth of Gucci Racing, as the brand itself announced on social media to unveil its arrival in the paddock. A gold logo set against a black background — the two colors expected to dominate the livery of the team currently led by Flavio Briatore set to be named Gucci Racing Alpine Formula One Team from next season onward. According to The Race, the agreement is a three-year deal worth between $50 and $60 million per year.

Once again, Formula 1 confirms itself as an irresistible magnet for luxury brands. Gucci’s arrival marks the beginning of a new era, one in which quiet luxury officially becomes part of the paddock. In recent years alone, brands such as Louis Vuitton, Tommy Hilfiger, and Soho House have stepped into the spotlight with initiatives and partnerships that would have been unthinkable just a few years ago. The global exposure provided by Formula 1 offers these brands a level of visibility and image return that is hard to match in the world of sports. All of this takes place within an exclusive environment, where access to the paddock and the grid walks before the start of a Grand Prix have turned into glamorous social occasions.

It is the culmination of a growth trajectory that began in 2017 with the arrival of Liberty Media and was accelerated by Drive to Survive, the Netflix series that helped Formula 1 regain cultural relevance among audiences the sport had never previously reached. For Gucci, meanwhile, Formula 1 represents the latest chapter in a sports expansion strategy that shows no signs of slowing down. From campaigns featuring Aryna Sabalenka and Jannik Sinner in tennis to ventures into winter sports, once again leveraging the popularity of the Italian tennis star.