One of the latest storylines coming from the grid this week concerns Alpine and its future title sponsorship. With BWT on its way out, there’s potential for Gucci to take over as Alpine’s title sponsor in 2027. This would make for a historic first entry in Formula One for the Italian fashion house.

Alpine’s current title sponsor, Austrian water technology company BWT, has not confirmed a renewal of their partnership with the team after 2026. This opens the door for a new potential title sponsor to step in.

Why Gucci?

To those not in the know, Gucci coming in as a new title sponsor may seem far-fetched, but there is a connection behind the scenes that gives this rumour some legitimacy. Luca de Meo, the former CEO of Renault, became the CEO of Gucci’s parent company, Kering, in September 2025. De Meo is on good terms with the current Alpine executive advisor, Flavio Briatore, since de Meo brought him on mid-way through the 2024 season.

From a branding perspective, the partnership does make sense. Briatore’s luxury-focused direction, plus Pierre Gasly’s ambassador deals with Givenchy and Lacoste, make this move a logical next step for Alpine. If the deal goes through, the newly minted “Gucci Alpine Formula One Team” would be the product of a partnership worth €30–€60M per year.

Alpine’s response

Alpine’s response to the rumours leaves the door open for speculation, as they neither confirm nor deny that the deal is in the works:

Alpine Formula One Team is constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners. The discussions are however always kept confidential and they are disclosed only when confirmed and agreed by all parties.

Looking at the bigger picture

Gucci’s entry into F1 would be right at home alongside existing fashion brands on the grid, such as LVMH, Rolex, and Tommy Hilfiger. At this time, it’s unclear if this deal would ever expand beyond a title sponsorship, as Alpine’s current multi-year apparel deal with Castore had only just begun with the 2025 season.

While it’s too soon to tell whether this deal will materialize, the fact that Gucci is even being considered speaks to where F1 is heading—and where Alpine may want to position themselves within it.