- Alpine F1 could race under Gucci’s name from the 2027 season.
- Luca de Meo’s move to Kering makes the fashion tie-up possible.
- BWT’s title sponsorship ends in 2026, opening the door for a full rebrand.
Gucci is in talks to become the title sponsor of the Alpine Formula One team from the 2027 season, according to multiple reports.
The deal would see the Enstone-based outfit race under the name “Gucci Alpine Formula One Team.” The sponsorship could be worth between 30 and 60 million euros annually.
Alpine has not confirmed or denied the reports. The team issued a carefully worded statement via PlanetF1.com on Tuesday:
“Alpine Formula One Team is constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners. The discussions are, however, always kept confidential, and they are disclosed only when confirmed and agreed by all parties.”
The Luca de Meo connection
The reported link between Gucci and Alpine runs through one person. Luca de Meo served as CEO of Renault from 2020 to 2025, during which time he helped shape Alpine’s identity in Formula 1.
In June 2025, he left Renault to become CEO of Kering, the French luxury group that owns Gucci, Balenciaga and Yves Saint Laurent.
De Meo departed Renault with a sense of having seen the job through. As reported by electrive.com, he said:
“There comes a time in one’s life when one knows the job is done. At Renault Group, we have faced immense challenges in less than five years. We have achieved what many thought impossible.”
He also has a well-documented relationship with Flavio Briatore, whom he brought back to Alpine as an executive adviser in the summer of 2024. Briatore himself is no stranger to the fashion world.
He built his early career within the Benetton clothing empire before moving into Formula 1. The 76-year-old later founded the Billionaire nightclub brand in 1998 and launched a fashion line called Billionaire Italian Couture.
With de Meo at the head of Kering and Briatore guiding Alpine’s commercial direction, the two sides share a common thread.
BWT’s five-year run coming to a close
The potential Gucci deal opens up because Alpine’s partnership is reaching its end. BWT, the Austrian water treatment company, has been Alpine’s title sponsor since the 2022 season.
The arrangement brought pink accents to the team’s blue livery, and at select races, the cars ran in BWT’s signature colour entirely. The contract is expected to conclude at the end of 2026.
BWT’s connection to the sport stretches back further, to its title sponsorship of Force India and then Racing Point. This makes its eventual departure a significant moment for the grid’s visual landscape.
Reports suggest Alpine could adopt Gucci’s traditional red, green and gold colour palette in place of the pink livery, which would mark the end of a branding presence that has been part of Formula 1 since 2017.
Fashion meets Formula 1, a growing trend
Gucci would not be the first major fashion name to plant its flag in Formula 1. Tommy Hilfiger currently partners with the Cadillac team, New Era has a deal with Williams, and Adidas works with both Audi and Mercedes.
The sport’s rapid commercial growth, particularly in the United States, has made it an attractive platform for luxury brands seeking a global audience.
For Alpine, the timing could prove useful. The team finished bottom of the constructors’ standings in 2025 with just 22 points, but has made a stronger start to 2026 and currently sits fifth with 23 points.
The switch to Mercedes power this season has delivered better results. Pierre Gasly finished sixth in China as the team’s best showing so far.
Gasly already serves as an ambassador for Givenchy and Lacoste. This gives Alpine an existing foothold in the luxury fashion world that Gucci could build on.
Whether the deal crosses the finish line remains to be confirmed, but the conditions for it appear to be in place.
