“Gucci and Alpine join forces in a new alliance of Formula 1, with the team that will compete as ‘Gucci Racing Alpine Formula One Team’ starting with the 2027 FIA Formula 1 World Championship. This collaboration presents Gucci Racing, a new business and experiential platform at the intersection of luxury and sport,” highlighted the Italian fashion house on its Instagram account.
The agreement, officially presented this Wednesday, represents an unprecedented event within the top category of motorsports: it will be the first time that a luxury fashion house becomes title sponsor of a Formula 1 team. The operation also appears at a time of sporting and commercial growth for Alpine, which managed to leave behind a complex 2025 and began the current season with better results, driven by the performance of Colapinto and Gasly.
The sixth place achieved by the Argentine in Canada is considered the best result of his Formula 1 career so far and became one of the symbols of the French team’s new momentum. The presentation of the alliance was accompanied by high-profile statements from the protagonists of the agreement. Alpine’s executive advisor, Flavio Briatore, He stated that “partnering with a prestigious brand of Gucci’s caliber as a title partner is something I am incredibly proud of.” In addition, he added that he is “excited about the possibilities” that the union between both companies opens up and highlighted that the Enstone team “has a history of doing things differently.”
Coinciding with the 23rd birthday of Franco Colapinto, Gucci announced his participation in the “maximum”. The athlete from Pilar celebrates his second year as a member of Alpinea team that arrived at the beginning of May 2025. The French team did not take long to greet him through their social networks, with a selection of your best photos“Happy Birthday @francolapinto. Our #43 turns 23 today,” his teammates posted.
Formula 1 itself also dedicated a message full of recognition to the young man from Pilar. “From strength to strength in 2026… and he is only turning 23! Wishing you a very happy birthday @FranColapinto,” the category wrote in its official accounts, reflecting the growth in popularity that the Argentine had since his arrival in the top category.
Since his arrival at the circuit, Colapinto revolutionizes social networks and the Paddock, with the Argentine fans present in every movement. A detail that did not go unnoticed after add points and be protagonist in last weekend’s race in Canada. Today, Alpine remains 5th in the ranking of constructors within the championshipmanaging to lead the second group of teams. In the drivers’ table, the Buenos Aires native is located in the place 11with 15 points accumulated.
The Italian firm also highlighted the disruptive nature of the movement. Francesca Bellettini He stated that Alpine was “the right partner to bring this vision to life”, in reference to Gucci’s arrival in F1. As explained by the company, the agreement will be part of “Gucci Racing”, a new business and experiential platform focused on the intersection between luxury, sport, precision and performance.
Another of the key names behind the negotiation is Luca de Meocurrent CEO of the group Kering —owner of Gucci— and former head of Renault. The executive maintained that “Formula 1 evolved far beyond sport to become one of the most powerful premium content platforms in the world,” also highlighting the growth of young and female audiences within the category.
The agreement will also imply an aesthetic and identity transformation for the French structure. According to reports, Alpine will adopt visual elements inspired by Gucci, incorporating the classic green and red tones of the Italian brand, in addition to new clothing designs and VIP hospitality for the most important Grand Prix on the calendar.
In the Formula 1 industry, they interpret this movement as a sign of the economic and cultural growth of the category, which in recent years has expanded its global reach thanks to new audiences and multimillion-dollar agreements with companies in the luxury and entertainment sector. The union between Gucci and Alpine confirms this trend and places Colapinto, in the middle of his birthday and going through the best present of his career, at the center of one of the most ambitious projects in the current paddock.
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