{"id":6456,"date":"2026-06-17T16:11:53","date_gmt":"2026-06-17T14:11:53","guid":{"rendered":"https:\/\/magazine.lineapelle-fair.it\/?p=6456"},"modified":"2026-06-18T10:34:44","modified_gmt":"2026-06-18T08:34:44","slug":"fashion-and-motorsports-gucci-enters-f1-and-changes-the-game","status":"publish","type":"post","link":"https:\/\/magazine.lineapelle-fair.it\/en\/focus-en\/fashion-and-motorsports-gucci-enters-f1-and-changes-the-game\/","title":{"rendered":"Fashion and motorsports: Gucci enters F1 and changes the game"},"content":{"rendered":"

From 2027 Gucci will become the main sponsor of the F1 Alpine team. <\/em>A decision that updates and revolutionizes the dynamics of the relationship between fashion and motorsports, introducing a brand new definition of the concept of sponsorship. But, how did we end up here?\u00a0<\/em><\/strong><\/p>\n

by Massimiliano Viti<\/p>\n

 <\/p>\n

It was back in 1972 <\/strong>when Gucci <\/strong>signed its first agreement within the motorsports industry. It was with the American car manufacturer American Motors Corporation<\/strong> (AMC), which produced the Hornet Sportabout<\/strong> model. The designer branding was evident in the car\u2019s interior, but much less on the exterior, where it was recognizable only by the Gucci family crest, affixed near the front turn signals or around the door handles. It was an unexpected success<\/strong>, with more than 5000 units sold (source Ansa). 55 years later, the relationship between the Florence brand and the motorsports industry has evolved to the point where, starting from 2027, Gucci will become the main sponsor of the F1 Alpine team.<\/p>\n

Fashion and motors<\/strong><\/h3>\n

Under the agreement, the French team (Alpine is owned by Renault) will be renamed Gucci Racing Alpine Formula One Team<\/strong>. Kering, Gucci parent company, is following in the footsteps of LVMH<\/strong>\u2019s rivals by entering the world of motorsports. In fact, right from the start of 2025, the enormous luxury group is a F1 global partner, thanks to a ten-year agreement involving its brands Louis Vuitton<\/strong> (which, in addition, produces the cases for the trophies of the various Grand Prix), Mo\u00ebt Hennessy<\/strong> (the Champagne bottles that are popped open on the podium) and TAG Heuer<\/strong> (the timing system that replaced the iconic Rolex). These partnerships between the two major players in the luxury sector and Formula 1 led the relationship between luxury and motorsports to reach a whole new level, compared to the recent past.<\/p>\n

The rules of the game<\/strong><\/h3>\n

Before these agreements, the dialogue between fashion and motorsports was essentially based on limited-edition car models<\/strong> or co-branding projects<\/strong>. Nowadays, it is no longer (just) like this and the setting where the combination of fashion and motors truly shines is represented by Formula 1. The races remain (perhaps) the highlight, but now they are surrounded by other exclusive and special events<\/strong>. For this reason, the race weekend turned into the perfect opportunit<\/strong>y for brands and extremely rich customers to connect<\/strong>; a moment in which the motorsports industry truly converges with the luxury sector. The Grand Prix is no longer just a race featuring cars speeding at full throttle: it\u2019s a lifestyle event<\/strong>.<\/p>\n

A lifestyle event\u00a0<\/strong><\/h3>\n

But how did we end up here? Thanks to the management of Liberty Media<\/strong> that, back in 2016, acquired the commercial rights in a moment in which Formula 1 had lost 40%<\/strong> of its audience, compared to the previous ten years. Liberty Media has focused on entertainment<\/strong>, to say it in the American way. Then, social media and the Netflix docuseries Drive to Survive<\/strong>, which was launched in 2018, have largely contributed to the growth of the movement. A miracle! The global Formula 1 fan base has grown from 400 million in 2016 to over 1 billion fans today<\/strong>. According to the Italian newspaper Il Fatto Quotidiano<\/a>, luxury brands invest in Formula 1 as the return on investment is extremely high<\/strong>.<\/p>\n

The fastest-growing EMV\u00a0<\/strong><\/h3>\n

An analysis carried out by the Karla Otto agency\u00a0 and the Lefty platform reveals that F1 is the second fastest-growing sport in terms of its contribution to Earned Media Value<\/strong> (EMV) in the fashion industry. This is thanks to the ever-growing female fanbase, which has historically been less enthusiastic about the roar of the engines, but is always ready to shop. The Inside Track report, as part of the More Than Equal<\/strong> initiative, states that 56% of F1 female fans have a stronger inclination at purchasing products from brands that actively sponsor teams, female figures or initiatives within the course of the season.<\/p>\n

97 million followers<\/strong><\/h3>\n

Lastly, these are the 2024 figures<\/strong> shared by Liberty Media: 6,5 million<\/strong> spectators attended the Grand Prix races, 1,6 billions<\/strong> watched them from their TV and 97 million<\/strong> followers on social media. Numbers that are actually set to be surpassed soon, thanks to the increase in the number of street circuits or nearby cities. In fact, the historic Monaco Grand Prix has been joined by Miami, Las Vegas and, starting in September 2026, Madrid as well. Circuits that attract a larger number of people and increase the earnings that come from the corporate segment and from entertainment. It is natural that, by looking at these figures, the luxury industry laid its eyes on the Formula 1 phenomenon.<\/p>\n

From circus to runway<\/strong><\/h3>\n

Formula 1, years ago, was referred to as a \u201ccircus<\/strong>\u201d. Nowadays, it looks more and more like a \u201crunway<\/strong>\u201d. Tommy Hilfiger<\/strong> had set the direction of the sector, constantly introducing partnerships with Lotus<\/strong>, Ferrari <\/strong>and Mercedes<\/strong>-Amg Petronas. Then, he even produced various collections designed with the collaboration of the multiple world champion driver Lewis Hamilton, now in Ferrari (source MF Fashion<\/a>). It was Ferrari <\/strong>itself that took the decisive step, launching in 2021 <\/strong>its first ready-to-wear<\/strong> line designed by the designer Rocco Iannone<\/strong>. Will we soon see a Gucci Racing collection?<\/p>\n

Read also:<\/strong><\/p>\n