Gucci is entering Formula 1
Kering CEO and former Renault executive Luca de Meo is returning to the automotive industry—at least to some extent. That’s because Kering’s Gucci brand is the new title partner of the Alpine Formula One team, which, as is well known, is owned by Renault.
Starting with the 2027 FIA Formula 1 World Championship, the Alpine Formula One Team will compete as the “Gucci Racing Alpine Formula One Team” in the luxury brand’s colors. The team will also feature the Gucci Racing logo. The partnership is intended to extend beyond the racetrack and encompass a range of initiatives—from content and products to exclusive customer experiences and promotions.
Gucci has long been Kering’s cash cow. However, since peaking around 2021–2022, its revenue and profitability have fallen sharply. Kering CEO and former Renault CEO Luca de Meo is now banking on Formula 1 as a global premium platform.
Flavio Briatore, Executive Advisor to the Alpine Formula One Team, says: “I am extremely proud of our partnership with a brand as prestigious as Gucci in Formula 1, as the title sponsor of the Alpine Formula One Team.”
Francesca Bellettini, President and CEO of Gucci, comments: “This partnership with the Alpine Formula One Team marks the beginning of a new chapter: Gucci is the first luxury fashion house to serve as a title partner in Formula One. This reflects our ambitions for the brand and the role Gucci is set to play on this stage.”
Luca de Meo, CEO of Kering, adds: “Formula 1 has evolved far beyond the sport itself to become one of the world’s most influential premium content platforms. It reaches over 1.5 billion people each season and captivates a rapidly growing, younger, and increasingly female audience. As a space for creativity, the pursuit of excellence, and human achievement, we see it as a unique platform for a luxury brand to push boundaries, forge meaningful connections, and build long-term value and brand appeal—all with measurable and sustainable impact.”
