[Saba Sports News] According to the Austrian newspaper Krone, Alpine F1 Team’s title partnership with BWT is coming to an end, and a renewal is unlikely after the 2026 season. Meanwhile, rumours are growing that luxury giant Gucci will become the new main title sponsor. Alpine has not denied the reports.
Multiple sources say the two sides are in advanced negotiations. If the deal goes through, the team could be renamed Gucci Alpine Formula One Team from the 2027 season. The livery is expected to feature Gucci’s iconic design elements, bringing tens of millions of euros in funding; some AI-generated concept images have already sparked online buzz.
The key figure bridging the two brands is Luca de Meo, former CEO of the Renault Group. He previously led Alpine’s entry into F1. Since June 2025, he has served as CEO of Kering, Gucci’s parent company, directly facilitating the partnership. Gucci’s annual sponsorship fee is estimated at €30–60 million, which will boost the team’s R&D and operational competitiveness.
In my opinion, Gucci’s move to become Alpine’s title sponsor stems from its desire to leverage F1’s global audience—especially in Europe and North America—to break down the age barriers of traditional luxury brands and expand its younger consumer base.