AlphaTauri’s new team name for the 2024 Formula 1 season will be heavily dependent on its title sponsor.
Earlier this week, Red Bull advisor Dr Helmut Marko revealed that AlphaTauri would be rebranded for the second time in four years.
Having competed under the Toro Rosso moniker from 2006 to 2019, it renamed itself to AlphaTauri for 2020 in a move to market Red Bull’s fashion brand.
But a fresh label will be implemented for the 2024 campaign, rather than a switch back to Toro Rosso.
The team will have a fresh leadership structure in place, with Laurent Mekies joining as Team Principal, taking over from Franz Tost.
AlphaTauri also recently appointed ex-F1 Executive Director Peter Bayer to CEO of the team, who started his new role on June 1.
Amid speculation over what the team name will be in 2024, Bayer stated to media including Motorsport Week that its partners will play a role in its rebranding exercise.
“Part of that rebranding exercise and establishing a set of values and a portfolio of this team is obviously discussing with a couple of sponsors,” Bayer said.
“With those sponsors, we are offering them and we are discussing the option of also having a title partnership of the team.
“Unfortunately as we are bound by NDAs we cannot discuss any details but yes we are actively discussing title partnerships with partners to move forward.
“Currently we have Scuderia AlphaTauri, that’s a deal that’s valid and functioning, and we are very proud until the end of this year, as that one is running out, we are discussing with them, discussing with others, the options of moving forward.”
When asked if the new name would be reliant on who the title sponsor is, Bayer said: “Yes.”
However, Bayer asserted that the identity of the team will not be lost.
“We believe, and probably what Helmut is referring to, is an internal discussion about exactly that, how can we create an identity for the team that is less dependent on a title sponsor, that gives us continuity and a strong baseline rather than changing from Toro Rosso to AlphaTauri,” he said.
“So that’s exactly what we’re discussing and I think what Helmut was referring to.
“It’s a competition not only on track, where in competition for sponsors, media, attention, fans, and because of that people need to know what you stand for.”
