F1 Rumour: AlphaTauri Could Be Rebranded Under This Iconic Name

AlphaTauri's potential rebranding has stirred the F1 world, with Adidas emerging as the speculated new title sponsor, while Hugo Boss remains involved in a yet-to-be-revealed capacity.

Rumours have been swirling about AlphaTauri's potential rebranding with an iconic name for 2024. The latest speculations hint at Adidas possibly being the new title sponsor.

Key Takeaways:

• Recent discussions have emerged indicating Adidas as a probable title sponsor for AlphaTauri in 2024, overshadowing earlier rumours about Hugo Boss taking on the mantle.
• AlphaTauri's CEO, Peter Bayer, has recently highlighted the team's forthcoming rebranding initiatives, emphasising Red Bull's decision not to sell but to completely transform the team's image.
• While the exact name for the rebranding remains undisclosed, it's evident that Hugo Boss will have a role, albeit not as the primary title sponsor, with a formal announcement anticipated later this year.

In the past week, the Formula 1 community has been rife with speculation about AlphaTauri's title sponsorship for the upcoming season. Initial whispers suggested that luxury fashion brand Hugo Boss was primed to become the title sponsor. However, the newest twist in this tale is the potential involvement of renowned sporting goods company, Adidas.

Motorsport.com's Italian branch had earlier reported Hugo Boss's intention of procuring a more prominent position within Formula 1, igniting talks of a potential title sponsorship with AlphaTauri. But recent remarks from Peter Bayer, the CEO of AlphaTauri, have slightly diverted the trajectory of these rumours.

Bayer commented to Swiss magazine Blick,

"They [Hugo Boss] are also involved in the new project. But the new name is much bigger!”

Given this cryptic yet tantalising hint, the F1 community, backed by the publication, has postulated Adidas as the likely successor to the AlphaTauri branding mantle.

In line with these rumblings, Bayer, shedding light on the team's future, disclosed to Planet F1 about the internal discussions at Red Bull concerning AlphaTauri. According to him, the energy drink giant had decided against selling the team. He elaborated,

"They said, ‘Look, guys, we won’t sell it, we’ll keep the team. But we want to have a fresh start, we want to look at the global direction, strategic direction of the team, commercial success to sporting success. Let’s take a critical look at all the elements. That’s why it’s a unique opportunity. We’re building on experience but, at the same time, the sky’s the limit for innovation and development.”

Red Bull's main team principal, Christian Horner, chimed in, emphasising the strengthened bond expected between Red Bull and its sister company, facilitated by the appointments of Peter Bayer and team principal Laurent Mekies.

The final revelation regarding AlphaTauri's rebranding, including its association with Hugo Boss and possibly Adidas, is eagerly awaited, with an official announcement anticipated by the year's end.