Alpine announced Wednesday that it'll be renamed Gucci Racing Alpine Formula 1 Team starting in 2027, after agreeing to a multi-year title sponsorship deal with the luxury clothing brand.
The partnership is the first time a luxury fashion house has become a title sponsor for an F1 team. The team will "compete in Gucci colors" next year.
"Formula 1 represents today a unique convergence of performance, culture, and global reach, and Alpine Formula 1 Team is the right partner to bring this vision to life," Gucci president and CEO Francesca Bellettini said in a statement.
"Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us.”
Alpine, based in Enstone, England, has worked with clothing brands before. The team formerly raced as Benetton, with Michael Schumacher delivering two drivers' championships in 1994 and 1995.
"The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula 1," Alpine advisor Flavio Briatore said.
Drivers Pierre Gasly and Franco Colapinto currently lead Alpine. The duo has combined for 35 points this season, good for fifth in the constructors' standings.
