Gucci Racing and Alpine join forces in F1 and what this reveals about Kering’s strategy

Gucci and Alpine are set to rewrite the rules of Formula 1 sponsorship. On May 27, the Florentine fashion house, owned by the Kering group, made official its entry into the circuit as title sponsor of the Alpine team – and what the collaboration promises goes far beyond a simple logo on a single-seater.

Gucci Racing: one name, one identity, one ambition

Confirmation came in the form of a joint press release issued on May 27. The Italian House and Alpine, a Renault Group brand, have put an end to the rumours that have been circulating for several weeks. From the 2027 season, the team will compete in the FIA Formula 1 World Championship under the name “Gucci Racing Alpine Formula One Team”.

The project has a code name: Gucci Racing. It is presented as a “strategic and experiential platform built around the values of performance, precision, discipline and excellence, at the crossroads of luxury and sport”. In this way, the brand doesn’t just affix its logo – it builds its own identity around this on-track presence.

The colors chosen speak for themselves: red, green, gold. These are the historic shades of the Florentine House, now projected on one of the world’s most watched competitions. The car will also feature a logo dedicated to this partnership.

What Luca de Meo has to say about Formula 1

Luca de Meo, appointed Kering’s new CEO to revitalize the Group, took the floor to justify this strategic choice. His vision is clear and quantified.

“Formula 1 has gone far beyond sport to become one of the world’s most powerful premium content platforms, reaching more than 1.5 billion people each season and engaging a fast-growing, ever younger and increasingly female audience. A true space for the expression of creativity, the quest for excellence and human performance, we see it as a unique platform for a luxury brand, enabling it to push boundaries, create strong connections and build long-term value and desirability, while generating a measurable and lasting impact.”

As a result, it’s not a one-off communication stunt. It’s a long-term strategy, with measurable objectives. F1 reaches over 1.5 billion people every season – a figure that alone justifies the scale of the project.

Kering bets on Formula 1 on several levels

This partnership did not come out of nowhere. A month earlier, another brand in the Kering portfolio had already taken a stand on the circuit. Brioni, the luxury tailoring house, had announced its partnership with the BWT Alpine Formula One Team to dress its members for official off-track events.

Kering is now building a coherent presence in Formula 1, with two complementary brands committed to Alpine. On the one hand, the clothing expertise of Brioni. On the other, the iconic power of the label led by artistic director Demna.

This group strategy deserves to be put into perspective. It illustrates how a luxury conglomerate can use a single sports playground to activate several brands at once, with distinct and complementary roles.

• Florentine House becomes title sponsor of the Alpine stable for the 2027 season
• The team’s official name is Gucci Racing Alpine Formula One Team
• Brioni, another Kering brand, dresses team members for off-track events
• Formula 1 reaches more than 1.5 billion people every season according to Luca de Meo
• The brand has already been involved in e-sports for several years.

Motorsport, a familiar territory

The merger with Alpine is not a 180-degree turn for the company. On the contrary, it marks a significant step forward. The brand has already been involved in e-sports for several years.

Moving from e-sport to physical Formula 1 means taking a step forward in terms of visibility and prestige. What’s more, it anchors the brand in a register of concrete performance, not just digital. Real motorsport offers images, emotions and a media presence that e-sport cannot yet match on this scale.

Luxury takes up residence on the circuit

The Florentine House is not alone in this dynamic. Other major luxury players have recently joined the paddock. LVMH is present with several of its brands: Louis Vuitton, Moët & Chandon, Tag Heuer and Sephora. Watchmaker Breitling, meanwhile, has forged a partnership with the Aston Martin racing team.

Formula 1 has become a territory of conquest for the major brands. The competition is no longer just between single-seaters – it’s also between brands seeking to capture a new, younger, international audience.

This collective move from luxury to F1 says something profound about the evolution of brand strategies. The traditional codes of luxury – exclusivity, rarity, discretion – are now combined with the broadcasting power of a global sport. As a result, the circuit is becoming as legitimate a space for expression as the catwalk or the boutique.

However, not all partnerships are alike. The one between Kering and Alpine stands out for its depth: two brands from the same group, two different roles, one team. It’s a rare architecture of presence in the world of top-level motorsport.

• Gucci