In a ground-breaking move orchestrated by Flavio Briatore, Italian fashion powerhouse Gucci will become Alpine's title sponsor from 2027. Photo: AFP
Expensive watches and exotic cars were about the extent of “luxury” items you would find on a Formula One track, but Alpine and Gucci will change things next season.
In a move that feels more Monaco yacht club than traditional motorsport paddock, Italian fashion powerhouse Gucci will become Alpine’s title partner from 2027, creating the Gucci Racing Alpine Formula One Team.
It is one of the boldest branding moves Formula One has seen in years and another sign that the sport is transforming into the ultimate luxury playground. The move is as eccentric as the man orchestrating it himself — Flavio Briatore.
It is a deal that sees the team secure $150 million (about R2.78 billion). Perhaps the partnership could help push Alpine up the competitive order and actually fight for wins.
