Gucci to become main sponsor of Alpine F1 Team starting in 2027... First luxury brand to take on the role

*This content was translated by AI.

Italian luxury fashion brand Gucci has entered into a partnership with the Alpine F1 Team. Gucci will join as the team's title partner (main sponsor) starting from the 2027 FIA Formula One World Championship. This marks the first time in motorsport history that a luxury fashion brand has served as a title partner for an F1 team.

Starting in the 2027 season, the Alpine F1 Team will compete under the official name 'Gucci Racing Alpine F1 Team'. The Gyeongju car will also take to the track with a livery featuring Gucci's signature colors and design.

The collaboration between the two companies was realized based on shared values of performance, precision, discipline, and excellence. The plan is to develop a new business and experiential platform from multiple angles through the fusion of luxury and sports.

This partnership goes beyond simple logo exposure on the circuit. Over the coming seasons, both companies will collaborate in various areas including content production, launch of co-branded products, planning of high-end customer experience programs, and hosting of limited events. Through these efforts, they aim to build a long-term, high-impact dedicated platform.

Flavio Briatore, Chief Advisor of Alpine F1 Team, said, "I am very proud that a prestigious brand like Gucci is joining as a title partner." He emphasized that past cases have already proven that fashion can succeed on the F1 stage. He also expressed expectations that this collaboration, combined with the team's performance improvements, will further elevate the team's stature.

Francesca Berrini, Koo Jji (President) and CEO, evaluated the partnership as "the starting point for a new chapter for the Gucci brand." She added, "Modern F1 is a unique stage where performance, culture, and global influence converge, and I am confident that Alpine F1 Team is the ideal partner." Above all, she expressed hope that 'Gucci Racing' will become more than just a presence on the grid, serving as an expression of the brand's identity and future direction.

Executives alsoemphasized that F1 reaches over 1.5 billion viewers each season, making it a powerful platform that captivates younger audiences and women. They projected that this collaboration will be a significant opportunity to enhance the brand's appeal and long-term value.

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*This content was translated by AI.