German global brand to take over AlphaTauri

Speculations about the future name of Red Bull’s B-Team, AlphaTauri, have surfaced, with rumours suggesting a globally renowned German company could take over as the team’s new namesake starting from the 2024 Formula 1 season.

Recent weeks have seen a lot of developments at Red Bull’s B-Team, and there were even talks about the possibility of selling the racing team. Reports indicate that the Austrian outfit turned down a lucrative offer of one billion US dollars for the team.

However, instead of selling, Red Bull decided to part ways with the main sponsor AlphaTauri at the end of the 2023 Formula 1 season, paving the way for a fresh start.


Changes afoot

Since its establishment in 2006 as Scuderia Toro Rosso, the AlphaTauri team has been a breeding ground for young and promising drivers, providing them with a platform to showcase their skills and gain valuable experience before potentially moving up to the senior Red Bull Racing team. However, significant changes are now on the horizon as the Red Bull parent company unveils a new direction for the team.

The roots of the AlphaTauri team can be traced back to Red Bull’s acquisition of the Minardi team in 2005. With the vision of creating a junior team to nurture talent for their premier outfit, Red Bull Racing, Scuderia Toro Rosso emerged as a reality. In 2020, the team underwent a rebranding, adopting the name Scuderia AlphaTauri, signifying a deeper integration with Red Bull’s esteemed fashion brand bearing the same name.


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Name change

In an interview with Kleine Zeitung, Helmut Marko states that AlphaTauri will undergo a change for the 2024 season. Two new investors will have a stake in the team. Its name is also set to change.

The last team on the AlphaTauri grid, Red Bull’s “little sister”, is set to change its name. The team had already changed its name for the 2020 season, to become more independent from its parent team.

“AlphaTauri will have two new directors, Laurent Mekies and Peter Bayer, from 2024. There will be new sponsors and also a new name,” explains Helmut Marko, Red Bull’s advisor from Austria.


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Recent developments 

According to the latest reports from RacingNews365, negotiations are underway with a potential new namesake, the German fashion giant, Hugo Boss. The British motorsport portal claims that several sources have confirmed this possibility.

The driving force behind Hugo Boss’s potential entry into Formula 1 is rumoured to be CEO Daniel Grieder. Grieder has previous experience in the sport when he worked closely with Mercedes star Lewis Hamilton during his tenure as Tommy Hilfiger’s boss.

Hugo Boss is no stranger to Formula 1, as the fashion company is already one of the sponsors for Aston Martin in the current season.


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Despite the rumours, the actual name that the Red Bull B-Team will adopt after the potential partnership with Hugo Boss is not yet clear.

The names “Hugo” or “Boss” are possibilities, as well as using the full company name. However, the German fashion giant has not officially commented on these rumours when approached by “RacingNews365.” As the negotiations continue, fans and experts eagerly await the official announcement regarding the new name and partnership for the team.

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