Gucci Racing is coming to F1 next year. The Italian fashion house becomes the first luxury brand to serve as title sponsor in Formula 1.
Introducing Gucci Racing Alpine Formula One Team
Starting in 2027, Alpine will race as the Gucci Racing Alpine Formula One Team. Gucci replaces BWT, the Austrian water treatment company that has backed the team (and its iconic pink livery) since 2022. The new partnership is reportedly worth between $50 and $60 million per year across a multi-year venture, making it one of the largest title sponsorships on the current grid.
The question everyone is asking: will the team adopt Gucci colours?
The answer: yes! The team will adopt Gucci colours, which means the blue-and-pink livery we’ve gotten used to is soon to be gone. So, enjoy it while it lasts.
No word yet on exactly what replaces it, but if Gucci’s house palette is any indication, expect something involving the brand’s signature green and red, possibly with cream or black as a base. Could be unique to see the iconic monogram on the car as well.
I’m speculating here, but I’d be surprised if they don’t lean into the iconic stripe. This would make it the most anticipated livery already for next year and a lot to be excited about.
Gucci is also launching something called Gucci Racing, described as “a new business and experiential platform” built around performance, precision, and sport. Read that how you will. My translation: this is Gucci creating a sub-brand that lets them sell racing-adjacent products and experiences without diluting the mainline. It’s a smart move if executed well, and a vapour exercise if it ends up being logo-slapped merchandise.
The timing suggests both parties see Alpine as a team on the way up, not one coasting on heritage alone.
What Is Next For Gucci Racing?
My hope is that it lives up to the hype. Alpine seems to be improving and getting better every year. Franco Colapinto has shown that he has earned his spot on the grid and Pierre Gasly is one of the most experienced young drivers you can get. Seems like exciting times for the team as a lot of new energy, money and opportunities come in one big wave.
What I Am Looking Forward To Most:
There are so many opportunities for Gucci to do something that most fashion brands dream of. They have creative opportunities to really brand the F1 team properly, do their drivers a favour, expand the runway possibilities and not to mention create merchandise that could be the best we have seen in a long time.
Here are some exciting aspects to look out for next year:
- The Gucci Racing Alpine Formula One Team livery
- The Gucci Racing suits that the drivers wear
- The special and alternative liveries
- How the motorsport integration will affect future Gucci runway shows
- The F1 merch that Gucci and Creative Director, Demna, likely getting more creative input
Whether this works depends on what Gucci Racing actually becomes. Limited-edition product, creative direction on the livery, real experiential programming for top clients? That could set a template. A logo on a car and some branded caps in the team store? Forgettable within two seasons.
The 2027 livery reveal is going to be one of the most watched in recent F1 history. I’ll be paying attention alongside all the fans.
For more information, be sure to stay tuned to Alpine F1 through their website.
Photo courtesy: Alpine F1
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