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Friday, February 23, 2024

Crimson Bull in talks with Hugo Boss for AlphaTauri F1 crew title sponsorship

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It emerged early final month that the Faenza squad is to bear a rebrand for subsequent yr. Promoting the naming rights will allow the outfit to develop into extra financially sustainable.

This comes after new Crimson Bull administration – led by Oliver Mintzlaff after the loss of life of firm co-founder Dietrich Mateschitz – opted against a total sale of AlphaTauri.

As a substitute, the crew will consolidate round its UK aerodynamics operation in Bicester and can carefully align with Crimson Bull to elevate itself off the foot of the constructors’ championship.

As a part of the overhaul, Crimson Bull management has chosen to behave on its reservations {that a} 2020 identify change – the crew having beforehand ran as Toro Rosso since a 2006 F1 debut – had sufficiently boosted the profile of the AlphaTauri style label to stay economically justifiable.

The crew plans to drop its present identify from 2024 and exchange it with a brand new everlasting crew and automotive identify with Crimson Bull connections, whereas crew CEO Peter Bayer confirmed it will not return to Toro Rosso.

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As reported by Autosport sister website it.motorsport.com, it has now emerged that Hugo Boss has entered negotiations over a possible profitable title sponsorship deal.

The present Aston Martin accomplice, and ex-McLaren sponsor, is in search of better F1 publicity.

Ought to the deal undergo, AlphaTauri will probably be probably be rebranded as ‘Boss’ – the guise of its Aston backing, which is contracted till 2025 – or ‘Boss Orange’ in deference to the precise clothes line.

Daniel Ricciardo, AlphaTauri AT04

Picture by: Erik Junius

Hugo Boss CEO Daniel Grieder, who took management of the corporate in 2021, was beforehand at Tommy Hilfiger, which works in shut partnership with Lewis Hamilton and Mercedes.

AlphaTauri CEO Bayer informed Autosport: “We’re discussing with a number of firms who’re very fascinated by working with us sooner or later however at the moment there isn’t a data to be launched.”

Addressing the title sponsorship hypothesis final month, outgoing crew principal Franz Tost stated: “The title sponsor is a really enticing one, and we’ll see then what the negotiations will carry within the subsequent months.

“We’re speaking to totally different firms. Fortuitously, there’s a huge curiosity.”

Learn Additionally:

A rebrand for AlphaTauri will add to the key rejig of the crew in time for 2024.

Alongside the infrastructure modifications, Ferrari sporting director Laurent Mekies has been employed as crew principal and former FIA secretary basic Bayer has taken up the function of CEO.

Present AlphaTauri sponsor Orlen, whose logos function prominently on the rear wing, mirrors and halo of the AT04 machine, has additionally been linked with a naming takeover.

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