AlphaTauri, the fashion brand under the Red Bull umbrella, has been the name of the team since the 2020 season.
However, Red Bull motorsport advisor Helmut Marko recently confirmed that this arrangement is approaching its conclusion, paving the way for a potential rebranding of the Faenza team in the upcoming season.
It remains uncertain whether the team will adopt a sponsor’s name or create a generic chassis name, which could be paired with a title sponsor.
Should they opt for the latter, the transition away from AlphaTauri certainly offers a chance to revert to the Toro Rosso name, but Tost implied a new sponsor might be given precedence.
When queried about the possibility of resurrecting the old name, he responded, “I don’t think so. I believe there’s an alternative to derive more revenue.”
He further explained, “At this time of the year, all teams are engaged in sponsor negotiations. We are in similar talks, and a title sponsor is an appealing prospect. We will see what the upcoming months of negotiation bring.
“At present, we are in discussions with various businesses. Fortunately, there is significant interest in Scuderia AlphaTauri. However, nothing has been confirmed or signed yet. This won’t occur in the next few days either. I anticipate it will be a few months before everything is finalized.”
Yuki Tsunoda, AlphaTauri AT04
Photo by: Jake Grant / F1 Flow Images
Peter Bayer, the new CEO of AlphaTauri, emphasized the importance for the team to establish a distinctive identity, hinting that the name may not necessarily be tied to a sponsor.
Bayer commented on Marko’s previous statement, saying, “Helmut was probably referring to our internal discussion about the same. How do we build a team identity that’s not reliant on the title sponsor, offering us continuity and a solid foundation, as opposed to switching from Toro Rosso to AlphaTauri and so forth?
“That’s exactly the topic of our ongoing discussions. This is likely what Helmut was referencing.
“We are competing not only on the track, but also for sponsors, media, fan attention, and more. To succeed, we need a clear and recognizable brand.”
As for potential title sponsors that could accompany such a name, he added: “Part of our rebranding strategy and establishing our team’s core values and profile involves discussions with various sponsors.
“With these sponsors, we are considering and discussing the possibility of a title partnership with the team. However, due to confidentiality agreements, we cannot disclose any further information.
“Currently, we have a valid and effective agreement with AlphaTauri, which we are very proud of and will run until the end of this year. But as this contract is nearing its end, we are exploring options with others for the future.”
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Frequently Asked Questions (FAQs) about AlphaTauri Rebranding
Will AlphaTauri return to the Toro Rosso name in F1 2024?
No, according to team member Tost, AlphaTauri is not likely to revert to the Toro Rosso name in F1 2024. There’s an ongoing discussion about potential rebranding, and Tost has suggested that priority could be given to a new sponsor.
Who currently sponsors the AlphaTauri team?
The AlphaTauri team is currently sponsored by the fashion brand AlphaTauri, which is a part of the Red Bull group. However, this sponsorship deal is due to end soon.
What is the future of AlphaTauri’s brand name after the current deal ends?
The future of AlphaTauri’s brand name after the current deal ends is still unclear. The team is currently in negotiations with various businesses for potential sponsorship deals. A decision might take a few more months to finalize.
Who is the new CEO of AlphaTauri?
Peter Bayer is the new CEO of AlphaTauri. He has emphasized the importance of the team establishing a strong and recognizable identity, which may or may not be tied to a sponsor.
Is there a possibility of a title partnership for AlphaTauri?
Yes, AlphaTauri is actively discussing title partnerships with various potential sponsors. However, due to Non-Disclosure Agreements, no further details can be disclosed at this time.
More about AlphaTauri Rebranding
- AlphaTauri Official Website
- History of Toro Rosso
- F1 2024 Season News
- Red Bull Group
- Information about Sponsorship in F1
6 comments
As long as they don’t change the livery, I’m good. Love the current look of the cars.
Wow, looks like big changes are coming in F1 2024. Excited to see the outcome of these discussions!
They’ve got a solid team, no matter what the name is they’ll do just fine on the track. they just gotta focus on that.
Woah, AlphaTauri not going back to Toro Rosso, thats a surprise! Wonder who the new sponsor will be?
Can’t wait to see what they got planned for next season. Hope they come up with a catchy name.
Keeping an eye on this, rebranding could change a lot for the team, could bring in a lot of cash flow too.