Alpine could undergo major Formula 1 rebrand as Gucci sponsorship rumours emerge. Alpine could become Gucci Alpine in blockbuster Formula 1 sponsorship move.

F1 | Alpine ready for an identity change? Gucci could transform the team

According to rumours that have emerged in recent hours, Alpine could be considering a major image overhaul starting from the 2027 Formula 1 season. The possible arrival of Gucci as the team’s main sponsor could dramatically reshape the identity and branding of the French outfit, potentially creating one of the most unexpected commercial partnerships seen in the Formula 1 paddock in recent years.

With BWT reportedly set to end its partnership with Alpine at the conclusion of the 2026 Formula 1 season, the iconic Italian fashion giant is said to be preparing a substantial financial investment to associate its name with the Enstone-based team. Such a move would mark a striking crossover between the world of luxury fashion and top-level motorsport, a trend that has become increasingly visible across Formula 1 as the championship continues to expand its global commercial appeal.

The proposed deal could reportedly go even further than a traditional title sponsorship agreement. Speculation suggests the team could adopt the official name Gucci Alpine Formula One Team, a branding shift that would completely redefine Alpine’s public image and commercial positioning within Formula 1.

If the deal materialises, it would represent one of the boldest rebranding exercises in modern Formula 1, combining one of motorsport’s most competitive environments with one of Italy’s most recognisable luxury brands. While nothing has been officially confirmed at this stage, the rumours have already sparked significant discussion over what such a transformation could mean for Alpine’s long-term identity and ambitions.

🚨 | Alpine could be renamed in 2027 if a reported mega deal with Gucci goes ahead.

• With BWT expected to leave after 2026, Gucci’s title sponsorship could bring the

• French team tens of millions, potentially leading to the name “Gucci Alpine Formula One Team’

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The potential partnership between Alpine and Gucci highlights a growing trend in Formula 1 where the sport is increasingly seen as a lifestyle and luxury platform. As Alpine prepares for the post-2026 era, securing a title sponsor of Gucci’s caliber would not only provide a massive financial boost but also elevate the team’s marketability on a global scale. This rebranding could transform the French squad from a traditional racing team into a premier luxury icon on the grid.

Will the arrival of a luxury giant like Gucci finally give Alpine the commercial and cultural momentum they need to challenge the front-runners?