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Italian fashion house Gucci is to enter Formula 1 for the first time next year as title sponsor for Alpine
Italian fashion house Gucci will enter Formula 1 next year as the title sponsor for Alpine, marking the first luxury clothing brand to partner with an F1 team in this manner. The multi-year partnership is estimated to be valued between $50-60 million per season, possibly exceeding $150 million over three years with bonus incentives. The team will be rebranded as ‘Gucci Racing Alpine F1 Team’ and feature a black and gold livery showcasing Gucci’s iconic G logo. Gucci aims to have significant branding on the car while retaining some of Alpine’s blue elements. Plans include designing exclusive products for the team and leveraging the prestige of the partnership, spearheaded by Flavio Briatore and Luca de Meo, towards global success. Francesca Bellettini sees F1 as an opportunity to reach a diverse and expanding audience, representing a fusion of performance, culture, and global influence.
