In a major development for Formula One, Italian fashion brand Gucci will become the title sponsor of Alpine from the 2027 season, creating the Gucci Racing Alpine Formula One Team.The deal, reportedly worth $150 million (around R2.

78 billion), has been orchestrated by Flavio Briatore and marks a significant shift in the branding of F1 teams, blending motorsport with high-end luxury.

Traditionally, Formula One has flirted with wealth and glamour, but the direct involvement of a globally recognised fashion label takes this to a new level.

Beyond the logo placement, Gucci’s partnership is expected to boost Alpine's image, potentially helping the team climb the competitive ranks and draw attention from a broader audience.

The collaboration highlights how Formula One has evolved under Liberty Media's ownership, focusing not only on racing but also on global entertainment and lifestyle marketing.Fashion collaborations, luxury teamwear, and lifestyle activations may become more common across the sport.

For Alpine, this partnership signifies reinvention, prestige, and cultural relevance, while for Gucci, it provides access to high-net-worth consumers in cities such as Monaco, Miami, Las Vegas, and Abu Dhabi.