Italian luxury fashion house Gucci has signed a long-term sponsorship deal with French Formula 1 team Alpine.
Starting from 2027, Gucci will become the team's title sponsor. The team will be renamed "Gucci Racing Alpine Formula One Team".
The current blue and pink colors of sponsor BWT will be replaced by Gucci's corporate colors. The "Gucci Racing" project has been unveiled with a black and gold logo.
The annual value of the contract is estimated at $55-60 million.
Alpine's link to fashion is not new. In 1986, the team was bought by Benetton, during which Michael Schumacher won his first world titles in 1994 and 1995.
