Formula 1: Rebranded AlphaTauri logo 'Racing Bulls' leaked

In a bold move, AlphaTauri’s CEO, Peter Bayer, has officially announced a comprehensive rebranding strategy for the upcoming 2024 Formula 1 season. This transformation comes on the heels of a lucrative sponsorship deal with two prominent US companies, Cash App and Vista.

Originally adopting the name AlphaTauri in 2020, inspired by the Red Bull-owned clothing company, the team is now gearing up for a fresh identity with blue and silver colours, thus incorporating its newfound American sponsors into the team.

However, speculation has surrounded the rebranding, with the name “Racing Bulls” being heavily rumoured. Bayer confirmed that the shift involves moving closer to the Red Bull family, indicating a significant transformation for the team.

“The name of the team, the identity, has been decided by the shareholders. And I need to carry it with me without being able to share, which is very difficult!” Bayer acknowledged.

Ricciardo’s involvement

Bayer also expressed his excitement about the team’s current trajectory, giving credit to driver Daniel Ricciardo for his role in attracting US sponsors, particularly heightened by the popularity of the Netflix series “Drive to Survive.” While specifics of the new look remain undisclosed, Bayer stressed that the entire organization, including the name, identity, and logo, will undergo a comprehensive overhaul.

However, it is important to note that the upcoming deadline for the FIA entry list publication next month has added urgency to AlphaTauri’s rebranding efforts.

As AlphaTauri prepares for its evolution, changes are also expected elsewhere on the grid. Alfa Romeo is poised for a name change, set to transition to Audi branding in 2026, while Sauber’s return next year is anticipated, potentially incorporating sponsor Stake into the team’s name.

These dynamic shifts in team identities and performance reflect the landscape of Formula 1, where strategic partnerships and rebranding are pivotal elements in staying competitive.

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