AlphaTauri becomes the FIA’s official clothing partner

The clothing brand AlphaTauri, which is no longer associated with the world of Formula 1 since its departure from Red Bull’s “B team” that it used to sponsor, has partnered with the FIA and become the official apparel partner of the International Automobile Federation.

During this three-year collaboration, set to run from 2024 to the end of 2026, AlphaTauri will provide all FIA personnel with clothing and accessories. The fashion brand will also be the official partner of the FIA prize-giving ceremony, which takes place at the end of each season.

The FIA has always been at the forefront of using technology and innovation to enhance the world of motorsport,” said Mohammed Ben Sulayem, President of the FIA. “Our staff works tirelessly behind the scenes to ensure the safety and success of automotive events worldwide.”

This partnership with AlphaTauri allows us to bring comfort and style to our FIA clothing range. AlphaTauri’s innovative approach and dedication to fashion make them the ideal partner,” he expressed.

Honored to be associated with the FIA, the CEO of AlphaTauri, Ahmet Mercan, expressed his enthusiasm following the formalization of the partnership. Becoming the official clothing partner of the FIA is a fantastic opportunity for AlphaTauri to continue demonstrating how innovation and technology can seamlessly be integrated into fashion.

This partnership is a significant step and we are proud to equip FIA staff with our products that not only reflect our commitment to style but also our dedication to enhancing convenience through our designs,” concluded the fashion company’s CEO, founded by Red Bull.

Innovation, excellence, elegance. These are the pillars of the new collaboration between the FIA and the AlphaTauri brand.