Italian Fashion Giant Gucci Could Join F1

Speculation is growing in the Formula One paddock over a potential future partnership between Gucci and Alpine F1 Team. Unofficial reports suggest the Italian fashion house could become Alpine’s title sponsor from the 2027 season onward, potentially replacing long-time partner BWT.

The rumours are understood to be connected to Luca de Meo, current head of Kering and former Renault CEO, who is known to share a strong professional relationship with Alpine executive advisor Flavio Briatore. De Meo notably played a major role in Briatore’s return to the Enstone-based team in 2024.

Alpine has so far refused to confirm the reports,emphasizing that its existing sponsorship agreement with BWT remains valid. However, the team acknowledged that it is continuously evaluating new commercial opportunities and remains in contact with various global brands and companies regarding potential future collaborations.