F1 racing team AlphaTauri is likely to undergo a name change as Red Bull is set to join hands with Hugo Boss for sponsorship in 2024. Alpha Tauri have managed to finish only sixth at the highest in the last three seasons, with the team managing to grab a ninth-spot finish in the last season. The decision comes after the new Red Bull management, headed by Oliver Mintzlaff opted against the total sale of AlphaTauri.
The company previously ran as Toro Rosso since a 2006 F1 debut, but the name change to AlphaTauri fashion label helped in keeping the brand economically justifiable. The management now plans to drop the current name and will look forward to replacing it with a more permanent name for the car and team with connections to Red Bull.
AlphaTauri CEO Peter Bayer confirmed that the team won’t return back to Toro Rosso. According to reports by it.motorsport.com, Hugo Boss entered the sponsorship talks and Red Bull is in talks with the team for a lucrative sponsorship deal. If the deal happens, AlphaTauri will be rebranded as ‘Boss’ or ‘Boss Orange’ in reference to the clothing line.
Bayer told Autosport, "We are discussing with several companies who are very interested in working with us in the future but at this time there is no information to be released.” Not only this, but AlphaTauri principal Franz Tost was quoted as saying, “The title sponsor is a very attractive one, and we will see then what the negotiations will bring in the next months. We are talking to different companies. Fortunately, there is a big interest.”