Gucci enters Formula 1 in partnership with Team Alpine
The luxury brand will become the naming sponsor of Franco Colapinto's team starting in 2027.
It will replace BWT, the Austrian water technology company that has been part of the team's official name since the 2022 season.
According to British media reports, the deal is worth $55 million USD per year and will involve a complete overhaul of the team's visual identity.
Gucci Racing Alpine F1 Team will become the third team in the history of the sport to carry the name of a clothing and accessories brand: Benetton Formula raced during the 1990s, while AlphaTauri, backed by Red Bull's apparel division, competed from 2020 to 2023.
