Hugo Boss is in talks with Red Bull over a title sponsorship deal for AlphaTauri 🗣️ Full F1 story ⬇️
It emerged early last month that the Faenza squad is to undergo a rebrand for next year. Selling the naming rights will enable the outfit to become more financially sustainable.
This comes after new Red Bull management - led by Oliver Mintzlaff after the death of company co-founder Dietrich Mateschitz -Instead, the team will consolidate around its UK aerodynamics operation in Bicester and will closely align with Red Bull to lift itself off the foot of the constructors' championship.
As part of the overhaul, Red Bull leadership has chosen to act on its reservations that a 2020 name change - the team having previously ran as Toro Rosso since a 2006 F1 debut - had sufficiently boosted the profile of theThe team plans to drop its current name from 2024 and replace it with a new permanent team and car name with Red Bull connections, while team CEO Peter Bayer confirmed it won't return to Toro Rosso.
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