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Alpine F1 announces a groundbreaking partnership with luxury brand Gucci, set to debut in the 2027 Formula 1 season. This multi-year deal, valued at $55-60 million annually, ends BWT's five-year sponsorship and rebrands the team as the “Gucci Racing Alpine Formula One Team.”
This collaboration signifies a bold shift in motorsport, as Alpine will race in Gucci’s colors, marking a significant integration of fashion and racing. The partnership introduces the “Gucci Racing” platform, aimed at merging high-performance racing with luxury branding on a global scale.
Gucci CEO Francesca Bellettini emphasizes the uniqueness of this collaboration, stating, "Gucci becomes the first luxury fashion house to serve as title partner in F1." This reflects both the brand's aspirations and the evolving nature of F1 as a cultural phenomenon.
Alpine is also gaining momentum on the track, already scoring 35 points in the first five races of the season, surpassing last year's total. Former Renault CEO Luca de Meo, now at Kering (Gucci's parent company), adds a layer of continuity between these two dynamic industries.
Flavio Briatore, Alpine's executive advisor, heralds this partnership as a pivotal moment, expressing excitement for future possibilities with Gucci.
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