AlphaTauri future sponsor revealed as huge brand partners with Red Bull

Hugo Boss are set to become the new name sponsors of AlphaTauri, who are owned by Red Bull


The future sponsor of Red Bull‘s sister team has been revealed as Hugo Boss are set to take over from AlphaTauri according to reports. The name change is part of a rebrand that will see AlphaTauri fall in line with Red Bull‘s development path as the pair strengthen their connection.

The deal has been somewhat of a public secret in the Formula 1 world, as rumours broke weeks ago of the proposed partnership.

Hugo Boss have dropped occasional hints of their desire to enter the sport, with CEO Daniel Grieder alluding to the popularity and marketing opportunity.

“Formula 1 is better than ever,” Grieder said to Reuters in 2022. “They have also committed to a more sustainable world and racing. Sport is more relevant than ever and the whole world is watching.”

A spokesperson added: “Hugo Boss is realigning its existing commitments in sports and we will concentrate only on Formula 1 in the future.”

The company are currently partnered with Aston Martin until 2025, although the sponsor is difficult to notice on the car as it hides on the front-wing endplate. They are anticipated to take over the title sponsor role of AlphaTauri from 2024.

Red Bull reign in its sister team

Red Bull have owned two teams in F1 since 2006, rebranding the Italian team from Minardi to Toro Rosso.

The Faenza-based outfit represents an opportunity for the parent team to test its junior drivers in an F1 environment to judge whether they are up to standard for the premier class of motor racing.

Several drivers have gone on to graduate to Red Bull, notably Sebastian Vettel, Daniel Ricciardo and Max Verstappen who have all won multiple Grands Prix with AlphaTauri‘s big brother.

But in the upcoming seasons the team will spend more time closer to Milton Keynes and will fall in line with Red Bull‘s development path, Helmut Marko revealed.

Helmut Marko looks on | Dan Mullan / Getty Images / Red Bull Content Pool

AlphaTauri sometimes had designers who believed if they had the financial means of Red Bull, they would actually be better,” Marko told the Young Economist. “This conflict smouldered throughout this cooperation. That’s why it’s now being restructured.

“There is a very clear instruction. Everything that is permitted by the regulations must be adapted by AlphaTauri.“No more in-house constructions, no more peculiarities in Faenza. The synergies are to be used as best as possible.”


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