Gucci Just Made F1 History—and Your Wallet Will Feel It

Fashion and motorsport are finally getting hitched, and it’s the kind of merger that makes perfect sense the moment you hear about it.

Gucci is stepping into Formula 1 as the title sponsor of the Alpine F1 team starting in 2027, marking the first time a luxury fashion house has taken on a title partnership role in the sport. The Italian fashion powerhouse and Alpine announced the deal on Wednesday, and the team will now be known as the Gucci Racing Alpine Formula One Team. It’s the kind of crossover that feels inevitable when you think about it—F1 has always been dripping in money, exclusivity, and the kind of glamour that aligns perfectly with high fashion.

The partnership centers on what Gucci Racing calls the intersection of performance, precision, discipline and excellence at the intersection of luxury and sport. Translation: it’s about looking incredible while going incredibly fast. The cars will sport Gucci’s signature colors and iconic logo, which means the grid is about to get a whole lot sharper come 2027.

Here’s the thing though—this isn’t actually that shocking. Most elite drivers in F1 already have their own luxury brand deals. The sport has always attracted wealth and status like a magnet. What IS notable is that no fashion house has ever stepped up as a title partner before. Gucci’s betting that the brand cache and motorsport prestige will feed each other in ways that benefit both sides.

For Pierre Gasly and Franco Colapinto, the Alpine drivers, this probably means some serious perks. And minority investors Travis Kelce, Patrick Mahomes, Rory McIlroy and Anthony Joshua—who bought into the team a few years back—might finally have a justifiable reason to raid the Gucci showroom. As for Alpine fans eyeing new merch? Time to budget accordingly.