Alpine has announced Gucci as its title sponsor from next season’s Formula 1 team, confirming previous speculation about the union between the two brands.
The Italian fashion giants had previously been at the centre of speculation that it would team up with the French marque, which it shut down initially, saying it was “constantly looking for new partnership opportunities and in contact with a wide range of brands and companies as potential partners.”
But confirmation that the brand has indeed signed a lucrative deal, incorporating the Gucci Racing banner, which it described as “a new business and experiential platform built around the values of performance, precision, discipline and excellence at the intersection of luxury and sport.”
The team will be therefore known as ‘Gucci Racing Alpine Formula One Team’.
In a statement, Gucci CEO Francesca Bellettini said: “This partnership with Alpine F1 Teams writes a new chapter: Gucci becomes the first luxury fashion house to serve as title partner in F1.
“That reflects our ambition for the brand and the role we want Gucci to play on this stage. F1 represents today a unique convergence of performance, culture, and global reach, and Alpine F1 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.”
When executive adviser Flavio Briatore took over as Team Principal of the Enstone-based squad in 1989, it was under the name Benetton, with which he had already been involved.
And now as Alpine takes on its partnership, there is a sense of full circle, with another fashion brand playinga huge role.
“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,” he said.
“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, Kering CEO] and Francesca [Bellettini] for their trust and dedication in the project and helping make this partnership come to life.”
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