Alpine's brand-new $150 million F1 title sponsor explained

Italian fashion house Gucci is to enter Formula 1 for the first time next year as title sponsor for Alpine. In a deal believed to be worth in excess of $150 million, Gucci will replace BWT from 2027. Having heard from Alpine and Gucci in Paris, Jon Noble explains what it really means for Alpine, beyond the headline figure. 00:00 Alpine + Gucci 01:00 How much is it worth? 02:08 A clothing deal 03:26 Alpine's trajectory 07:50 The drivers Published: 2026-05-27
Chanel: THE RACE