In a significant rebranding move ahead of the 2024 Formula One season, the teams formerly known as Alfa Romeo and AlphaTauri have announced their new names.

Both Alfa Romeo (Sauber) and AlphaTauri are well known for their ‘junior team’ status for want of a better word. Staples of the midfield historically, both teams are often used as proving grounds of junior drivers on behalf of Ferrari and Red Bull Racing respectively.

 

Sauber in Formula 1

Known for its resilience and technical prowess, the Sauber Formula One Team has been a fixture in the F1 paddock since its debut in 1993. Founded by Peter Sauber, the Swiss-based team quickly established itself as a competitive midfield outfit, renowned for its ability to develop young talent and technical innovation.

Over the years, Sauber has enjoyed partnerships with major manufacturers, most notably with BMW from 2006 to 2009, when they achieved their first and only race win. Despite financial difficulties in the mid-2010s, the team has persevered and shown remarkable tenacity.

Recent partnerships, including the prominent Alfa Romeo branding, have helped to stabilise and revitalise the team, setting the stage for future success. From 2024, Sauber will undergo a further transformation with a new naming rights partnership as Audi confirms it’s go ahead to take over the outfit fully by 2026.

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Kick Sauber: a bold new identity

The team formerly known as Alfa Romeo will now be known as Kick Sauber. The change follows the announcement that streaming platform Kick has acquired the naming rights to the team’s chassis, which will be known as the Kick Sauber C44 for the upcoming season.

Kick’s branding has been visible on Sauber’s cars throughout the current season, but this new agreement takes the partnership to a new level. With full chassis naming rights for the next two years, the rebrand heralds a new era for the team ahead of its expected transition to Audi in 2026.

Team representative Alessandro Alunni Bravi was enthusiastic about the rebrand, describing it as: “the latest and boldest expression of the philosophy that drives us.”

The change marks a dynamic shift and a fresh approach for the team as it prepares for the 2024 season.

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Red Bull junior team

lphaTauri, the Formula 1 racing team owned by Red Bull GmbH, serves as a sister team to the Red Bull Racing outfit. Originally launched as Scuderia Toro Rosso in 2006, the team was rebranded to AlphaTauri in 2020, named after Red Bull’s fashion brand.

The team operates as a proving ground for emerging talents within Red Bull’s driver development program, often giving young racers their first exposure to Formula 1. Despite its junior team status, AlphaTauri has demonstrated commendable performance on the track.

Notably, the team achieved a landmark victory at the 2020 Italian Grand Prix with Pierre Gasly, showcasing its capability to compete successfully against more established teams.

The outfit is known for its innovative approach to car design and strategy, leveraging the resources and expertise of the larger Red Bull technology pool. Heading into the 2024 season, AlphaTauri continues to focus on nurturing driving talent and achieving competitive success in Formula 1.

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AlphaTauri transforms into ‘RB’

Red Bull’s second F1 team, AlphaTauri, has also unveiled its new identity for the upcoming season. The team will compete under the simple yet evocative name ‘RB’ (Racing Bulls).

This rebranding is in line with the company’s previous copyright application for the name ‘Racing Bulls’, suggesting a closer integration with the Red Bull brand.

 

Stability in driver line-up and team ownership

Unusually for Formula One, all 20 drivers from the final race of the 2023 season in Abu Dhabi will continue with their current teams next season. This stability points to a period of consolidation and continuity within the sport.

All ten teams from the 2023 championship will return for the 2024 season, with no new entrants. This ensures a familiar competitive landscape for fans and competitors alike.

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Aston Martin’s sponsorship evolution

Aston Martin Formula One Team and Saudi energy giant Aramco have announced the extension of their technical and commercial partnership for an additional five years, starting from 2024. This extension elevates Aramco to the position of the team’s exclusive title partner, leading to a change in the team’s name to ‘Aston Martin Aramco Formula One Team’. This move signifies the end of the association with the US tech company Cognizant in the team’s title.

Lawrence Stroll, Executive Chairman of Aston Martin F1, expressed his pride in continuing and strengthening the partnership with Aramco. He emphasised the crucial role that Aramco has played since 2022, highlighting its contribution as a key element in Aston Martin’s Formula One journey.

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Stroll noted that the partnership will become increasingly important, particularly with the development of advanced fuels ahead of the 2026 season, which coincides with the start of the team’s works engine partnership with Honda.

Nabeel A. Al-Jama’, Executive Vice President of Human Resources & Corporate Services at Aramco, shared the excitement of becoming the team’s exclusive title partner.

He noted the progress the team has made since 2022 and celebrated the eight podium finishes achieved this season. Al-Jama’ underlined Aramco’s long-term commitment to Aston Martin, where its expertise and technology will significantly enhance the car’s performance, particularly through the development of advanced fuels and lubricants.

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Future prospects: Andretti’s potential entry

The FIA has already approved Andretti’s application to enter a new F1 team in a future season, with 2025 being the earliest possible debut. However, the team has yet to finalise terms with the series promoters, leaving its participation in future seasons uncertain.

The 2024 Formula One season is shaping up to be one of evolution and transition, with significant rebranding for some teams and rare continuity in driver line-ups

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