Adidas vs Hugo Boss – The favourite for AlphaTauri F1 takeover

AlphaTauri is expected to announce a new title sponsor for the 2024 F1 season as two giants compete in negotiations.

Despite sitting last in the F1 constructors standings, AlphaTauri continues to dominate F1 News headlines. The Italian-based team is often the site of significant movement in the transfer market, largely due to Red Bull’s ownership. However, this is not the only major talking point for the team in 2023.

The transition from Toro Rosso to AlphaTauri in 2020 was a part of Red Bull’s efforts to promote its clothing brand. Unfortunately for the Austrian company, this decision has failed to translate into their desired results. Therefore, the team will have a new name next season – alongside a variety of other changes.

As previously mentioned, the Red Bull sister team often sees a variety of drivers coming and going from its ranks. This season is no exception, with Nyck de Vries being ousted from the team after Silverstone – failing even to reach the summer break. Daniel Ricciardo was appointed as his replacement, although a shock injury in Zandvoort forced another change. This time, it was Liam Lawson who earned the opportunity to drive in Formula 1.

Looking ahead to 2024 and beyond, it seems almost certain there will be movement at AlphaTauri. Helmut Marko has already stated that Lawson is near-guaranteed to earn a place on the 2025 grid – confirming previous reports from LWOS on this issue. In any case, Lawson’s arrival will require the removal of someone else at the Red Bull set-up.

With Daniel Ricciardo widely suggested as a candidate to replace Sergio Perez, a domino effect could follow. Moreover, though Tsunoda’s options are unclear, there have been talks the Japanese driver is a target for Aston Martin in the foreseeable future. 

A new approach

Aside from all of these F1 transfer market hypotheticals, Red Bull is instilling a series of other changes in the team. The current Formula 2 field consists of six Red Bull academy drivers. Further down the feeder series ladder, the Austrian team is supporting dozens of other young drivers.

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Whilst the possibility of finding a talent such as Max Verstappen somewhat justifies this, such investment is hardly sustainable. Therefore, Red Bull plans to trim the size of its junior programme. Additionally, there will be changes to the technical collaboration between the two teams.

AlphaTauri largely operates independently of its senior team. This is evidenced by the 2023 season, where Jody Egginton’s technical team opted for its own philosophy with its AT04. Although this autonomy is admirable, it has failed to deliver results this year. For a team owned by the reigning World Champions, this will not suffice.

From a financial standpoint, Red Bull requires AlphaTauri to deliver a certain performance to appease sponsors. Perhaps more importantly, a competitive AlphaTauri makes it easier to assess the progression of young drivers. After all, this is the Faenza outfit’s main purpose.

Adidas vs Hugo Boss

Speaking of sponsorship, there are two key brands looking to become the team’s new title sponsors. It is already confirmed that a new brand will take over the team in 2024 – and there is competition for this honour.

Per reports, Adidas and Hugo Boss are the two forces at the negotiating table. Hugo Boss was initially reported as the front-runner, but more recent information suggests Adidas is also in advanced discussions.

ESPN sources indicate that a decision will be announced at the upcoming American GP in just two weeks. Although it is unclear which name will enter Formula 1 in 2024, credible information seems to be leaning towards Adidas. Regardless of the eventual decision, the winds of change are upon AlphaTauri.

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