Fashion powerhouse Gucci is about to make a seismic entry into Formula 1, after Alpine secured what has been described as one of the most complex and lucrative title sponsorships in the recent history of the sport. The deal, which will see the Gucci name appear on Alpine cars starting in 2027, marks a dramatic change in F1’s luxury branding landscape.
Flavio Briatore, Alpine’s executive advisor, lifted the curtain on the huge negotiations, revealing that the partnership was one of the most difficult ever. The deal, announced last month, will see Alpine move away from its current title sponsor BWT – a relationship which begins in 2022 – and instead link up with one of the world’s most prestigious luxury brands. Briatore, the architect of the deal and a veteran of F1’s most headline-grabbing commercial moves, made it clear that this was no ordinary sponsorship: the stakes were higher, the parties were bigger, and the outcome was potentially transformative for the team.
This is not Briatore’s first time venturing into the world of fashion for Formula 1. Decades ago, he engineered the historic partnership between Benetton and the Enstone-based team, a union that helped shape modern F1 marketing. But, as Briatore himself stressed, the Gucci deal operates on another level entirely. “At that time, Benetton was not a luxury brand, it was a brand and we built a winning team with the brand of Benetton,” Briatore explained, drawing a clear distinction between his earlier work and the current mega-deal. “I think that’s one of the bigger deals that Gucci has done in my entire time in Formula 1. We’ve done Mild Seven, we’ve done Telefónica, ING, we’ve done a lot of things, but it was really difficult to do. There’s a lot of parties involved, and I’m very happy because they’re upgrading the team as well. It’s Gucci Alpine, and upgrading the team. And the guys with Gucci, incredible.”
Its impact is being felt far beyond the frog. Briatore highlighted the staggering level of public interest generated by the announcement: “When we announced the deal, there were a billion visitors to the WI-FI (website) in three days. But I believe it is good for Formula 1.” It’s not just big – it’s unprecedented. While Louis Vuitton’s involvement in F1 is currently limited to hospitality and support roles, Gucci’s move marks the first time that a luxury brand of this level has stepped into the competitive arena as a direct title sponsor. “In Formula 1 we had two big luxury brands. We had Louis Vuitton on one side, and Louis Vuitton is a sponsor, a supporter of FOM, but in the field, it’s like a spectator. But in the field, Gucci is in the field. Gucci is in the car and is a title sponsor,” Briatore said, underscoring the importance of the partnership.
For Alpine, the switch from BWT to Gucci isn’t just cosmetic or financial – it signals a bold new chapter for the team’s ambitions on and off the track. Briatore immediately praised BWT’s contribution, saying, “I also want to thank BWT. We have an incredible relationship with Andreas and the entire group at BWT.” However, he left no doubt about the reasoning behind the move, insisting that the Gucci deal is a perfect fit to accelerate Alpine’s growth in both reputation and financial firepower. “But the situation of the team, I want to be, I believe to grow very fast for the image, as well as financially, the deal with Gucci was perfect. It was really a super deal.”
The F1 landscape is slowly changing. With the arrival of Gucci, rival teams will be forced to rethink their strategies to attract specific partners and create global appeal. For Alpine, the next three years will be crucial: they must deliver results that justify the investment and meet the high expectations that come with such a high-profile alliance. The pressure is immense, the rewards even greater. Will Gucci’s leap into the fast lane ignite a new era of luxury in Formula 1, or will this bold experiment prove too much too soon? All eyes are now on Alpine as the countdown to 2027 begins.
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