Italian fashion company Gucci will become the title partner of Formula 1 team Alpine from the 2027 season.Gucci will replace water treatment company BWT, who has been Alpine’s title sponsor since 2022.The team will be known as Gucci Racing Alpine Formula One Team and Alpine will incorporate Gucci’s color scheme of black, gold, red and green on its livery. During its partnership with BWT, Alpine’s cars have primarily used the company’s blue and pink.“Partnering with a prestigious brand of Gucci’s calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of,” Flavio Briatore, Alpine executive advisor, said in a press release. Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level. The Enstone team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One.Gucci will become the first fashion company to become the title sponsor of an F1 team, per the press release. The deal also sees the launch Gucci Racing, described as “a new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport.”Alpine will move away from their pink and blue BWT livery (Geoff Robins / AFP via Getty Images)Alpine is enjoying a resurgence after a difficult 2025 season, with drivers Pierre Gasly and Franco Colapinto in 8th and 11th respectively in the driver’s championship and Alpine fifth in the constructors’ standings. The pair have scored 35 points combined, exceeding last year’s total of 22 points (all of which were scored by Gasly) only five races into the campaign.