Alpine has issued a statement addressing speculation over its title sponsorship arrangements as rumours emerge that luxury fashion house Gucci could replace BWT from the 2027 season.
The team’s current partnership with BWT has been in place since the start of 2022 but is expected to expire at the end of the 2026 campaign. Reports this week suggested Gucci is in contention to take over as Alpine’s naming rights partner.
“Alpine Formula One Team is constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners,” the team said in a statement on Tuesday. “The discussions are however always kept confidential and they are disclosed only when confirmed and agreed by all parties.”
De Meo connection provides potential bridge
The link between Alpine and Gucci gains credibility through Luca de Meo, the former Renault chief executive who was appointed CEO of Gucci’s parent company in September 2025, just months after resigning from the French car manufacturer.
De Meo maintains a strong relationship with current Alpine executive adviser Flavio Briatore, who returned to the team in the summer of 2024. Briatore, 76, has deep roots in fashion — he worked for Benetton before moving into F1 with the brand in the late 1980s, making him well-positioned to facilitate connections between motorsport and high-end fashion.
Fashion brands continue F1 expansion
If confirmed, Gucci would join a growing list of leading fashion brands entering Formula 1. Tommy Hilfiger currently partners with Cadillac, New Era with Williams, and Adidas with both Audi and Mercedes. McLaren switched from Castore to Puma ahead of the 2026 season, while Red Bull is set to drop Castore for Adidas from 2027.
Alpine currently has a multi-year apparel agreement with Manchester-based brand Castore, signed ahead of the 2025 season. The precise structure of any potential Gucci partnership beyond title sponsorship remains unclear.
Alpine’s 2026 turnaround
The sponsorship discussions come as Alpine enjoys a significantly improved start to the 2026 season. After finishing bottom of the constructors’ championship in 2025, the team currently sits fifth with 23 points, seven behind Red Bull in fourth.
Pierre Gasly recorded Alpine’s best result of the season so far with sixth place in the second round in China. The Frenchman is paired with Franco Colapinto in 2026 as the team seeks to build on its early-season momentum.
With BWT and Gucci yet to comment publicly, Alpine will look to maintain its improved form when the championship resumes at the next round.