The Formula 1 team Alpha Tauri will have a new name in 2024. But who will be the title sponsor? There is speculation about a heavyweight from the sporting goods industry.
The sporting goods company Adidas is reportedly to become the new title sponsor of the Formula 1 team Alpha Tauri. Red Bull’s sister racing team has recently been repeatedly linked to the fashion group Hugo Boss.
The Swiss tabloid “Blick” recently reported, among others, that the new namesake of Alpha Tauri is probably Adidas, the company from Herzogenaurach. “As a matter of principle, we do not participate in speculation,” an Adidas spokesman told the German Press Agency upon request.
The former Toro Rosso team has been competing in the premier class of motorsport as Alpha Tauri since the 2020 season. However, the junior team has not been particularly successful since 2022. Red Bull has announced that the sister team will have a new name from 2024.
The new Adidas boss Björn Gulden had increased the sporting goods rival’s involvement in Formula 1 while he was CEO of Puma.
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