Gucci Signs $50–100M Title Sponsorship with Alpine for 2027 F1 Season
RACE•Gucci will partner with Alpine as title sponsor from 2027, creating the Gucci Racing Alpine Formula One Team under a deal valued at $50–100 million annually. The agreement may prompt Ferrari to seek additional high-value sponsorships to maintain its luxury branding.
1. Gucci Joins Alpine as Title Sponsor
Italy’s Gucci is set to become the title sponsor of the Renault-owned Alpine Formula One team starting in 2027, rebranding it as the Gucci Racing Alpine Formula One Team and marking the first luxury fashion house to assume such a role in the sport.
2. Deal Valued at Up to $100 Million Annually
The sponsorship is estimated at $50 million to $100 million per year and includes the launch of Gucci Racing, an experiential platform designed for live events and brand activations at Formula One races.
3. Implications for Competitors and Sponsorship Market
This landmark partnership underscores growing luxury investment in Formula One, likely intensifying competition for premium sponsorships and potentially prompting teams like Ferrari to augment their branding strategies to remain competitive.
