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Gucci Takes the Wheel in Formula 1
28 May
Summary
- Gucci will become title sponsor for Alpine F1 team in 2027.
- Team will adopt Gucci's signature color scheme.
- Alpine is experiencing an upswing with a new Mercedes engine.
Gucci is entering the world of Formula 1, as it was announced on Wednesday that the luxury fashion brand will become the title sponsor for the Alpine Formula 1 team starting in 2027. The team will officially be known as the "Gucci Racing Alpine Formula One Team," replacing the current sponsor, BWT.
The team's livery will transition from Alpine's blue and BWT's pink to Gucci's signature red, green, black, and gold color scheme. This partnership highlights Formula 1's connection to luxury markets. The move follows precedents like Red Bull's ownership of Scuderia AlphaTauri to promote its clothing brand.
Historically, the Alpine team, also known as Team Enstone, has had numerous name changes, including stints as Renault, Lotus, and Benetton. Notably, the Benetton era saw Michael Schumacher secure two championships in the mid-1990s.
Alpine's current performance suggests Gucci may be joining at an opportune moment. Having previously struggled with an underpowered engine, the team now benefits from a potent Mercedes power unit. As a result, Alpine is currently positioned fifth in the constructors' standings, indicating a significant improvement and potential for future success.
