F1 Breaking: AlphaTauri Confirms Rebranding For 2024 Season

AlphaTauri confirms its huge rebranding for the 2024 season.

AlphaTauri has officially announced its rebranding to Visa Cash App RB, marking a significant shift in the team's identity and sponsorship for the 2024 Formula 1 season. The confirmation comes following Red Bull advisor Helmut Marko's earlier announcement of substantial changes to the Faenza-based team, which include the introduction of new sponsors and a new team name.

The rebranding of AlphaTauri to Visa Cash App RB follows the team's objective to more closely align itself with its sister team, Red Bull Racing. After a challenging 2023 season, the team is obviously undergoing a considerable transformation. 

These changes include the addition of former Alpine sporting director Alan Permane and the appointment of Laurent Mekies and Peter Bayer in key leadership roles.

Bayer, Visa Cash App RB (formerly AlphaTauri) CEO has commented:

"It's fantastic to reveal the new identity and to welcome new partners as we embark on the next phase of the team's Formula 1 story.

"Faenza is entering a new era of racing, staying true to our roots as a hothouse for talent but now with an even greater focus on competing for the biggest prizes in F1. We have a bold vision for the team lead by myself and Team Principal, Laurent Mekies and having future-focused partners such as Visa and Cash App alongside us on that journey is hugely exciting."

Frank Cooper III, chief marketing officer of Visa, commented on the new partnership:

"This is a groundbreaking partnership, and a great opportunity for the Visa brand to engage one of the fastest-growing sports communities on the planet.

"This alliance resonates strongly with Visa's vision to inspire individuals to 'make it,' striving to take small steps for improvement each day, during every race or event."

Head of Brand, Cash App, Catherine Ferdon explained:

"We're thrilled to embark on this journey with Visa and Red Bull.

"The Visa Cash App RB team and Cash App are dedicated to connecting people and communities, and there's no greater unifier than sports. With the continued growth of Formula One in the US, this sponsorship allows us to deepen our relationship with Formula One fans and furthers Cash App's commitment to supporting and growing the culture of F1 fandom in the United States while offering more value to our customers. We have a history of elevating emerging talent and look forward to sponsoring a team known for developing incredible up-and-coming drivers."

With new sponsors, a new name, and strengthened ties with Red Bull Racing, AlphaTauri is poised to make a significant impact in the upcoming Formula 1 season with drivers Yuki Tsunoda and Daniel Ricciardo.