Ever since AlphaTauri announced that they would be rebranding in 2024, there have been a lot of speculations as to what the name of the team will be. 2 big fashion brands have stood out among these speculations.
Hugo Boss entered their bid to partner with AlphaTauri earlier this year. A few weeks later, Adidas also put their name into the ring to partner with the same team. This has led to a lot of debate among fans as to who should AlphaTauri go for. Let’s take a look at both of these options.
Although they are both fashion brands, they both cater to completely different types of markets. Hugo Boss designs clothing that is meant for formal and casual wear, with more focus on the former. Adidas on the other hand designs clothing for sports and casual wear. There is a price difference between the 2 products as well. Adidas products are much lower priced than Hugo Boss’ products.
🚨 | AlphaTauri is expected to announce its new name for 2024 at the American GP.
Adidas and Hugo Boss are the two contenders.
Details on which brand likely earned title sponsorship:https://t.co/dJMvdEAwMS
— formularacers (@formularacers_) October 10, 2023
Based on the information, we can assume that Adidas has a much wider target audience than Hugo Boss. This could give AlphaTauri the right recognition. While both logos of the brand are iconic, Adidas is more recognizable due to its wider market audience.
While the market of Hugo Boss is considerably lower than Adidas, the Boss brand is known to be a classic and classy name. they have sponsored various Formula 1 teams in the past including McLaren, Mercedes, and Aston Martin. This could give them some insight as to what teams want from a sponsor.
Either ways, we should know the result of this decision soon. The Faenza-based team is expected to make an announcement on their final decision before the United States Grand Prix at Austin.
Who owns Scuderia AlphaTauri F1 team?
Before AlphaTauri, the team was called Scuderia Toro Rosso. The Faenza-based team was founded by Dietrich Masterchitz. He was the founder of Red Bull Racing as well. The Toro Rosso team was meant to serve as a junior team to Red Bull Racing to help their younger drivers get some experience in Formula 1 before joining the senior Red Bull team.
After Dietrich’s passing, the team was owned by the Red Bull group. They will continue to serve as Red Bull’s junior team next year as well. The lineup for the team is expected to be Yuki Tsunoda who is turning out to become an exciting prospect, and Daniel Ricciardo who is a lot more experienced driver.
Liam Lawson admits it was “disappointing” to find out he would not race for AlphaTauri next year:
“Obviously my goal is to be in F1 full-time, so as much as it’s disappointing, it’s still my goal, and it’s now about trying to make sure that I can make that happen in the future,”… pic.twitter.com/Ag3PqAFL7y
— Fastest Pitstop (@FastestPitStop) October 4, 2023
Liam Lawson stepped in for an injured Daniel Ricciardo for plenty of races this season. Lawson has also proven to be a solid driver that can get results for the team. He gave the team their best finish of the season in Singapore where Yuki Tsunoda was forced to retire after a lap 1 incident.
According to reports, Red Bull plans to promote Ricciardo to Red Bull for the 2025 season to replace Sergio Perez. Liam Lawson is expected to take Ricciardo’s spot in AlphaTauri once he departs. This could lead to some exciting battles between Ricciardo and Verstappen in Red Bull. We have seen them battle for positions before the Australian driver left Red Bull for Renault.
Do you think AlphaTauri should sign with Hugo Boss or Adidas? Post your answers in the comment section below.