Currently partnered with Austrian water treatment company BWT, Alpine will compete as the Gucci Racing Alpine Formula One Team.
This announcement marks Gucci’s latest initiative in a series of strategic moves aimed at enhancing its visibility and revitalizing sales following years of decline. Earlier this month, the brand held a significant runway show in New York’s Times Square to capture global attention.
The partnership will be a component of Gucci Racing, which the brand describes as “a new business and experiential platform founded on the principles of performance, precision, discipline, and excellence at the crossroads of luxury and sport.”
For luxury brands facing dwindling global demand for their coveted handbags and apparel, exclusive events such as Formula One racing have emerged as a promising new arena.
In 2024, Liberty Media-owned Formula One secured a multi-year agreement with French luxury powerhouse LVMH valued at over $100 million.
The Gucci agreement, the financial details of which remain undisclosed, will make Gucci the first luxury fashion brand to associate its name with a racing team, according to the company.
This partnership also aligns Gucci more closely with Luca de Meo, the CEO of Gucci’s French parent Kering, who previously held the position of Renault’s chief executive.
“Formula One has transformed into one of the world’s most influential premium content platforms, engaging over 1.5 billion people each season and appealing to a rapidly growing, younger, and increasingly female demographic,” stated de Meo.
“We view it as a unique opportunity for a luxury brand to challenge boundaries, foster meaningful connections, and enhance long-term value and brand appeal, while providing measurable and sustaining impact.”
Alpine’s team is managed by Italian entrepreneur Flavio Briatore, a long-time ally and friend of de Meo, who began his F1 journey with the Benetton team in 1990.
Initially labeled a “T-shirt salesman” in his F1 early days, Briatore has since gained notoriety for his upscale tastes as a proprietor of high-end nightclubs and restaurants and as the owner of the “Billionaire” brand.
Briatore expressed great pride in the deal.
“Moreover, I am excited about the opportunities this partnership with Gucci offers and the remarkable things we can accomplish together on a global scale,” he said.
“The Enstone Team has a tradition of innovating unlike others and has demonstrated that fashion can take the lead in Formula One,” Briatore added, referencing Alpine’s Oxfordshire headquarters.
Under the Benetton name, the team clinched titles with Michael Schumacher in 1994 and 1995, and later as Renault with Fernando Alonso in 2005 and 2006.
Alpine finished last among all teams in 2025 but has kicked off 2026 on a strong note, currently positioned fifth of 11 after five rounds.
