(Motorsports news) The Faenza team AlphaTauri will undergo a rebranding for the upcoming season, it was first reported early last month. The company will be able to become more financially stable by selling the naming rights. This happened as a result of the decision made by the new Red Bull administration, which was in charge after Dietrich Mateschitz, the company’s co-founder, passed away, to forego a complete sale of AlphaTauri.
Instead, in order to go up in the constructors’ championship, the team will unite around its UK aerodynamics department in Bicester and will work closely with Red Bull. As part of the makeover, the Red Bull leadership has decided to act on its concerns that a 2020 name change, the team had previously operated as Toro Rosso since making its F1 debut in 2006—had not increased the profile of the AlphaTauri fashion line enough to stay commercially viable.
As of 2024, the team will stop using its present moniker and switch to a new, permanent team and car name with ties to Red Bull. Team CEO Peter Bayer has indicated that the team won’t be using the Toro Rosso brand again. Hugo Boss has reportedly started negotiating for a hefty title sponsorship agreement.
The current Aston Martin partner and former McLaren sponsor wants more visibility in Formula 1. If the acquisition is approved, AlphaTauri will probably change its name to “Boss”—the name of their Aston backer, which is under contract until 2025—or “Boss Orange” in honor of the particular apparel line.
Daniel Grieder, the CEO of Hugo Boss since 2021, formerly worked for Tommy Hilfiger, a company that has a tight relationship with Lewis Hamilton and Mercedes. CEO of AlphaTauri Bayer stated that “we are discussing with several companies who are very interested in working with us in the future, but at this time there is no information to be released.”
Outgoing team principal Franz Tost addressed the title sponsorship rumors last month and said, “The title sponsor is a very attractive one, and we will see then what the discussions will bring in the next months. “We are speaking with many businesses. Thankfully, there is a lot of interest. In time for 2024, a major reorganization of the team will include a rebrand for AlphaTauri.
Along with the infrastructure adjustments, Laurent Mekies, the departing Ferrari sporting director, has been appointed as team principal, and Bayer, the former FIA secretary-general, has been promoted to CEO. Orlen, a current AlphaTauri sponsor whose logos are prominently displayed on the AT04 machine’s rear wing, mirrors, and halo, has also been linked to a naming takeover.
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