Luxury fashion brand Gucci will become the title sponsor of the Alpine Formula 1 team starting next season. The brand, led by former Renault Group executive Luca de Meo, will replace the team's current sponsor, BWT. From 2027, the Enstone-based team will be officially known as the Gucci Racing Alpine Formula 1 Team. This is reported by Autocar.co.uk .
Under the new agreement, the team will abandon its traditional French blue and pink colors in favor of the Italian brand's palette. Luca de Meo, who left his position as CEO of Renault Group last year to head Kering Group—the parent company of brands like Gucci—played a key role in this deal. During his time at Renault, De Meo was the primary architect behind rebranding the team under the Alpine name.
This partnership demonstrates Renault's commitment to the Formula 1 project, despite the decision to discontinue its own engine program and switch to Mercedes-AMG power units. As part of the agreement, Gucci will launch the new "Gucci Racing" brand. De Meo emphasized that Formula 1 is a unique platform for luxury brands to conquer new frontiers and create long-term value.
Flavio Briatore, executive advisor to the Alpine team, expressed his excitement about the opportunities this partnership brings. Highlighting the Enstone team's unique history, he noted that the worlds of fashion and motorsport can successfully merge, referencing the team's successful past under the Benetton brand.
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