AlphaTauri F1 team is about to change its name for the 2024 season, and multiple big companies are interested in becoming the title sponsor.
AlphaTauri is a team which has gone over multiple changes since 2000. The team was initially called Minardi during seasons 2000-2005. In 2005, the team was bought by Red Bull GmbH.
Red Bull wanted to use this team for developing young and upcoming drivers from their academy, and the team was named Scuderia Toro Rosso.
The name would stay the same until the 2020 season, before which it was announced the name of Scuderia Toro Rosso would be changed to Scuderia AlphaTauri to promote Red Bull's clothing brand.
The team as we know it currently still competes under the Scuderia AlphaTauri name during the 2023 season. However, it has been announced that the title will change before the beginning of next season.
At first, it was speculated that the new title sponsor of the team would be Hugo Boss and the new possible name could be "Hugo Boss Bull Racing."
However, this was not confirmed, and apparently, more companies are competing to become the title sponsor. Peter Bayer, the new CEO of the AlphaTauri team, recently said:
"Discussions are going very well. Unfortunately, I cannot disclose yet what the name will be."
Bayer explained that shareholders have evidently already decided on the new identity of the team. The CEO hinted the team will be moving even closer to the Red Bull family.
"The shareholders have decided on the identity of the team, we will move a bit closer to the Red Bull family. It's an exciting period to see the birth of a Formula 1 team, it's a unique experience. I'm very happy to live through that."
While the old name Toro Rosso was dismissed, it has been reported by Blick that the title sponsor could be the famous sportswear manufacturing company Adidas.
As of now, it is not clear to the public which company will become the title sponsor, but we will find out soon as the name is set to be announced in early 2024.
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