Some hints about AlphaTauri’s future name have emerged
AlphaTauri will change its name in 2024. Hugo Boss could become the title sponsor of the team. The fashion brand would be in competition with Orlen, who is already a sponsor of the Faenza racing team.
AlphaTauri is going to change its name. The Faenza team will be bought next year. Currently last in the constructors’ standings, AlphaTauri is expected to get closer to its big sister Red Bull in order to climb back up the rankings.
Laurent Mekies, a former member of the Ferrari team, will lead the team starting next season. According to RacingNews365, fashion brand Hugo Boss could become the title sponsor of the team.
Daniel Grieder has a foot in the industry
The CEO of the fashion brand, Daniel Grieder, is well acquainted with the world of Formula 1. In June 2021, when he was with the brand Tommy Hilfiger, the CEO of Hugo Boss had collaborated with the seven-time world champion Lewis Hamilton. A collaboration that had allowed the Dutch brand to rejuvenate itself.
The interest of brands in Formula 1 has become widely popular since the rise of motorsport thanks to the Netflix series Drive to Survive. The interest for Hugo Boss would be to develop the brand’s image in the sport, which would cater to both the male and female markets, with a significant increase in the number of women watching the Grand Prix, according to Formula.Hu media.
In collaboration with other teams
The brand is already present in Formula 1, as the fashion company already sponsors the Aston Martin team. The German brand had previously collaborated with McLaren and Mercedes.
Other brands would be interested in becoming the main sponsor of the Faenza team. Orlen, the Polish oil company, could also become the sponsor of AlphaTauri.
The firm is already present on the cars of Yuki Tsunoda and Daniel Ricciardo. RacingNews365 and Formula.Hu state that no other company is reportedly in talks with Red Bull for the acquisition of the sister team of the Austrian outfit.
