AlphaTauri set for F1 rebranding and rename in 2024
AlphaTauri has finalized a full rebranding for 2024, including reverting from its fashion brand-inspired name tied to Red Bull ownership. CEO Peter Bayer revealed plans to adopt a more generic, Toro Rosso-esque identity again, while integrating two new US sponsors into the official team name.
The Faenza-based AlphaTauri Formula 1 team has finalized plans for a complete rebranding ahead of the 2024 season, CEO Peter Bayer confirmed.
This will include reverting from the current AlphaTauri branding, introduced in 2020, to a more generic racing identity akin to its former Toro Rosso name.
Bayer revealed that the final team name will also incorporate two new US-based sponsors secured recently.
"The name of the team, the identity, has been decided by the shareholders. And I need to carry it with me without being able to share, which is very difficult!”
Shareholders have already decided on the new name, logo and overall identity.
Bayer indicated a desire to return to a more independent identity, rather than be overly committed to external sponsors.
The team's growth in the US market has facilitated major new backing. Bayer disclosed finalizing terms with two complementary American sponsors during the Las Vegas GP weekend.
Their identities are still undisclosed. "We had a very good meeting with these two big new partners," Bayer remarked.
The entities are reportedly keen to maximize promotional opportunities around the rebrand.
Major announcements regarding the 2024 identity and team name are imminent, likely coinciding with the publication of the official FIA entry list in early December.
A livery launch event may also be organized to showcase the revamped F1 outfit. Both sponsors already have "big ideas" to leverage the association.
AlphaTauri's rebrand follows a similar move by Alfa Romeo, as its title deal expires end-2023.
Per team principal Alessandro Alunni Bravi, Sauber identity is expected to return as Audi ownership looms in 2026.
Bravi hinted at multiple sponsors featuring in the official team name. "There will be surprises, especially for the chassis name," he teased.
The AlphaTauri plans mark a new era for the organization. After being rebranded from Toro Rosso to align with Red Bull's fashion brand in 2020, it now intends to reclaim an autonomous identity while benefiting from fresh US-based commercial partners.
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