Instead of fashion company Hugo Boss
Adidas is supposed to revive the Formula 1 team that has been left behind
September 26, 2023, 7:39 a.m
The Formula 1 team Alpha Tauri will have a new name in 2024. But who will be the title sponsor? The rumors about Adidas’ entry are growing. Boss Björn Gulden had increased his involvement in Formula 1 when he was CEO of Puma.
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 was recently linked to the fashion group Hugo Boss. CEO Daniel Grieder is said to have been the driving force behind a possible entry by Hugo Boss. But the rumor seems to have cooled down significantly.
The Swiss tabloid “Blick”, among others, recently reported that Alpha Tauri’s new namesake is probably Adidas, the traditional company from Herzogenaurach. “As a matter of principle, we do not participate in speculation,” said a spokesman.
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.
The desired new partnership is intended to restructure the team, which is currently in last place in the constructors’ championship. For a short time, the racing team even discussed selling it. The Austrians are said to have rejected a very attractive offer of one billion US dollars. At least that’s what the “RacingNews365” portal reports. Now they want to attack again with new partners and more financial opportunities in 2024.