ALPINE BRINGS GUCCI INTO F1 AS NEW TITLE SPONSOR

Alpine secured a groundbreaking multi-year title sponsorship with Italian fashion house Gucci, marking the first time a luxury brand has entered F1 as a team's primary backer. The deal, replacing BWT, is estimated to be worth $50-60 million annually, potentially exceeding $150 million over its term with performance bonuses. The team will officially be rebranded as 'Gucci Racing Alpine F1 Team', featuring a new black and gold logo and a livery dominated by Gucci's colors for the 2027 car, though Alpine's blue branding will remain.

Executive advisor Flavio Briatore spearheaded the partnership, drawing parallels to his success with Benetton in the 90s. Gucci plans extensive involvement, designing custom paddock and performance gear for the team. This move reflects Gucci’s strategy to tap into F1's rapidly evolving global fanbase, which is growing younger and more female, aligning perfectly with their target demographic. The partnership signals a major financial injection and a bold new aesthetic for the Enstone outfit as F1 continues its global expansion.