Gucci, Alpine F1 Agree to $150M+ Contract As Title Sponsor Starting With 2027 Season

Gucci is entering the Formula 1 world.

Gucci announced Wednesday it will become the title partner of the Alpine Formula One team starting in the 2027 season. The announcement introduced Gucci Racing and called it "a new business and experimental platform at the intersection of luxury and sport."

Jon Noble of The-Race.com reported the deal is expected to run for at least three years and be worth between $50-60 million annually. With incentives in place as well, it will be worth more than $150 million.

Gucci will replace Alpine's current financial backer in BWT and, according to Noble, become the first luxury clothing brand to enter such a partnership with an F1 team.

The announcement featured plenty of black and gold coloring, and Noble reported Gucci wants "as much as possible" when it comes to real estate on the car itself.

This announcement comes during a season of improvement for Alpine.

Pierre Gasly is in eighth place in the drivers standings thanks to relatively strong showings at the Chinese Grand Prix and Japanese Grand Prix. However, he has just five points since those early races.

Teammate Franco Colapinto is in 11th place with 15 points, although 14 of those points came during the last two races in the Miami Grand Prix and Canadian Grand Prix. He has more momentum than Gasly at the time.

Alpine sits in fifth place in the constructors standings with 35 points, although it is closer to seventh-place Haas (19 points) than fourth-place Red Bull (57 points).

While it has its work cut out for it to reach the upper-echelon of the sport, fifth place is quite the jump for Alpine after it finished in last place during the 2025 campaign.