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Alpine's announcement of a landmark title sponsorship with luxury fashion giant Gucci has sent ripples well beyond the paddock — with immediate implications for the complex ownership negotiations surrounding the Enstone outfit.
From the start of the 2027 season, the team will compete under the name Gucci Racing Alpine Formula 1 Team. The move marks the end of the partnership with BWT, whose iconic pink and blue colour scheme has defined Alpine's visual identity since 2022. According to The Telegraph, the Gucci deal could be worth up to $60 million (£45 million) per year for Alpine, provided they hit all performance-related targets — a clause that looks increasingly achievable given the team's current trajectory.
Alpine have already surpassed their F1-worst 2025 points tally of 22 by scoring 35 points in the first five rounds of 2026, firmly establishing themselves as the best of the rest behind the big four. The Gucci partnership, one of the most glamorous in recent motorsport history, now gives the project both commercial firepower and a distinct brand identity heading into a crucial new chapter.
Beyond the branding story, the Gucci deal carries significant financial consequences for the ongoing negotiations over Alpine's ownership structure. Renault, who hold a 76% majority stake, have been in talks to sell 24% of the team currently held by Otro Capital — who are looking to deliver a substantial return on their $215 million (£160 million) investment made in 2023.
The latest valuation has shifted dramatically. Previously, the Alpine stake was priced at $600 million (£448 million) — already representing a threefold return for Otro. Now, the rebranded entity is reportedly valued at $3 billion, meaning Otro's shares have risen to approximately $720 million (£537 million). In practical terms, the asking price for any prospective buyer has jumped by around £100 million overnight.
That is a significant obstacle for the two main bidders: former Red Bull team principal Christian Horner, who was dismissed after 20 years in charge, and Mercedes boss Toto Wolff. The latter's interest has already attracted scrutiny — McLaren CEO Zak Brown has written to the FIA arguing that a Mercedes investment in Alpine would raise sporting integrity concerns.
Horner had appeared to hold an advantage, buoyed by what is described as an "excellent relationship" with Alpine's executive adviser Flavio Briatore. However, negotiations were already fraught before the price hike. Horner was openly critical of Renault during his time at Red Bull, and his well-documented animosity with Wolff — who supplies the engines Alpine race — adds another layer of friction.
The price increase has reportedly given further momentum to an alternative path for Horner: building an entirely new team in partnership with BYD, the Chinese automotive giant. Talks between the two parties have already taken place, and the prospect of a clean-sheet project may now hold more appeal than navigating the escalating complexities of the Alpine deal.
Briatore, meanwhile, appeared deliberately detached from the ownership intrigue when addressing media on Wednesday. "All the gossip, the talk around 24 per cent, Christian Horner, Toto Wolff etc — it's nothing to do with the team," he said. "Renault Group has 76 per cent of the shares. Whatever happens with this, has nothing to do with me. Maybe we have a new partner in one month, two months, who knows."
With the Gucci deal transforming Alpine's commercial appeal and its valuation in one stroke, the race to own a piece of Enstone has become a considerably more expensive proposition.
He’s a software engineer with a deep passion for Formula 1 and motorsport. He co-founded Formula Live Pulse to make live telemetry and race insights accessible, visual, and easy to follow.