Following weeks of rumours and denials, Alpine has confirmed that Gucci is to be its title sponsor from next season.

Alpine will race under the banner of 'Gucci Racing Alpine Formula One Team', the collaboration introducing a new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport. It is the first time a luxury fashion house has served as title partner of a team competing in Formula One.

"Today, Formula One represents a platform of unparalleled global reach," reads the press release, "offering access to a rapidly expanding and increasingly diverse and premium audience across key strategic markets - an environment that enables Gucci to reinforce brand's desirability, visibility and cultural relevance at a scale and frequency that few other platforms can offer.

"Gucci has always operated at the intersection of heritage, innovation, and contemporary culture - and motorsport sits naturally within that space. This partnership brings together Gucci's bold creativity and the engineering excellence and competitive ambition of one of the most dynamic Formula One teams. The Alpine brand was founded in 1955 by Jean Rédélé, whose motorsport ambitions inspired an entirely new breed of sports car. This history is further rooted in the motorsport heritage of Renault Group, a founding presence in Formula One since 1977. With the team currently in a strong fifth position and its drivers continuing to build momentum on track this season - and a clear trajectory for further progress - this collaboration resonates with Gucci's own commitment to renewed energy and global influence. Conceived to extend well beyond trackside visibility, the partnership will be activated across a range of initiatives over the coming seasons - from content and product to high-end client experiences and exclusive engagements - with the ambition to build a distinctive and high-impact platform over time."

"This partnership with Alpine Formula One Team writes a new chapter," said Francesca Bellettini, President and Chief Executive Officer of Gucci, "Gucci becomes the first luxury fashion house to serve as Title Partner in Formula One. That reflects our ambition for the brand and the role we want Gucci to play on this stage. Formula One represents today a unique convergence of performance, culture, and global reach, and Alpine Formula One Team is the right partner to bring this vision to life. Gucci Racing is more than a presence on the grid: it is an expression of who we are and where we want to take the brand. And there is much more to come. We are grateful to Alpine and the entire Renault Group for sharing this ambition with us."

"Formula One has evolved far beyond sport to become one of the world's most powerful premium content platforms," added Luca de Meo, former Renault CEO and now CEO of Kering, which owns Gucci, "reaching over 1.5 billion people each season and inspiring a rapidly expanding, younger and increasingly female audience. As a space of creativity, pursuit of excellence and human achievement, we see it as a unique platform for a luxury brand to push boundaries, spark meaningful connections and build long-term value and brand desirability, while delivering measurable and lasting impact."

"Formula One is one of the most dynamic and attractive platforms in global sport," said François Provost, Chief Executive Officer of Renault Group. "For Renault Group, as a historic Formula One manufacturer, it is a powerful asset to support Alpine's ambition: building awareness, desirability and influence across markets, while reaching new audiences and young generations. We welcome the opportunity to engage with Kering through this collaboration, as we look forward to our collaboration with Gucci from 2027 onward."

"Partnering with a prestigious brand of Gucci's calibre in Formula One as title partner of Alpine Formula One Team is something I am incredibly proud of," added Flavio Briatore, Executive Advisor of Alpine Formula One Team. "Not only that, but I am also excited about the possibilities the partnership with Gucci brings and the great things we can achieve together at a global level.

"The Enstone Team has a history of doing things differently to others and has previously shown that fashion can finish first in Formula One. With the improved performance on track, and Alpine having its best-ever points total to start a season, this new collaboration with Gucci shows the growing momentum behind the team. I would like to thank Luca [de Meo] and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life."