In Brief
An unprecedented partnership could be on the horizon between Gucci, led by Luca de Meo since his appointment at the helm of Kering, and the Alpine F1 Team, whose current sponsor contract with BWT is set to expire. This rapprochement would make Gucci the first luxury title sponsor in Formula 1. Discussions are underway, but no official confirmation has been announced at this stage. François Provost, the Renault Group’s current chief, is keeping a close eye on the file, as the deal would give Gucci new visibility and provide Alpine with a prestigious partner.
Since stepping down as Renault’s CEO in July 2025, Luca de Meo has kept a relatively low profile in the news.
Luca de Meo, Renault’s Big Name Who Left to Save Gucci
Indeed, the man who took charge of the French automaker in 2020 had generated a lot of buzz during his tenure. He was the architect of the Renaulution and Futurama plans, designed to lay the strategic foundations for the group comprising Renault, Dacia, and Alpine. He oversaw Renault and Dacia’s “rebranding,” the repositioning of Alpine, the revivals of Renault 5, Renault 4, and Renault Twingo, the creation of the Horse joint venture with Geely and Aramco, Dacia’s Dakar involvement, and Alpine’s foray into Formula 1, among other commercial moves that put the French group back on a path to success after a difficult end to the Ghosn era. Just a year ago, the industry held its breath when it learned the Italian executive would be leaving Renault. His departure took effect in July 2025. François Provost, formerly head of purchasing and partnerships for the group, took over, pursuing new challenges not in the automotive world but in luxury. He now leads the French conglomerate Kering, which owns Gucci, Yves Saint Laurent, Balenciaga, and Boucheron.
Gucci Alpine Formula One Team on the Horizon?
And it’s precisely within the Kering framework that De Meo is back in the headlines, as he would reportedly be in discussions with his former employer to make Gucci the new title sponsor of the Alpine F1 Team! The current Austrian sponsor, BWT, which specializes in water-treatment systems, will see its contract run out at the end of the season. A welcomed opening for Kering, whose Gucci sales have eroded in recent years (and it’s precisely this context that prompted Luca de Meo to be dispatched from Renault Group to lend a hand) and who would gain a high-profile showcase through this new partnership. If these reports—originally published by GPblog and subsequently picked up by our colleagues at Les Échos—were to be confirmed, the proposed “Gucci Alpine Formula One Team” would become the first Formula 1 outfit to be associated with a luxury brand as a title sponsor. Nothing is finalized at this stage, but it’s whispered that the principal Renault figure, François Provost, would be watching very closely, given his track record of forging collaborations and partnerships to diversify the group’s revenue streams. At this point, neither Renault nor Gucci has commented.
Key Takeaways
- Luca de Meo, the former Renault chief, now leads the Kering group.
- Discussions are underway for Gucci to become the title sponsor of the Alpine F1 Team.
- Alpine’s current sponsorship with BWT runs through the end of the season.
- A partnership with Gucci would mark the first time a luxury brand serves as a title sponsor in F1.
- François Provost, the new Renault head, is closely watching the matter.
- No official announcement has yet been made by Renault or Gucci.
FAQ
Will Gucci become Alpine F1’s sponsor?
Talks are underway between Gucci and the Alpine F1 Team, but no official deal has been announced at this time.
Why is Luca de Meo involved in this potential partnership?
Luca de Meo, the former Renault boss, now runs the Kering group (Gucci’s owner) and would be spearheading discussions with Alpine.
Which sponsor is Alpine F1 going to replace?
Alpine’s current sponsorship with the Austrian company BWT is due to end at the conclusion of the current season.
Would this be a first for a luxury brand in F1?
Yes. If Gucci becomes the title sponsor, Alpine would be the first F1 team to be associated with a luxury brand in this role.
Which brands belong to Kering?
Kering owns Gucci, Yves Saint Laurent, Balenciaga, and Boucheron, among others.
