2y ago

F1 Rumour: Huge Fashion Brand To Take Over AlphaTauri Title Sponsorship Rights

It has been reported that Hugo Boss will be taking over the title sponsorship rights of the AlphaTauri team.

16 comments

I wonder what the long term future of the team looks like. Will Red Bull sell in the years to come? This will be interesting to watch.
- Being able to control 4 seats is so valuable to RBR that I can't imagine anyone offering an amount that RB finds suitable. I think the sister team is here for the long haul.
  
  I'd imagine if you're a young driver, you want to choose Red Bull's academy because it gives you a much higher chance of actually getting an F1 seat compared to Ferrari, Mercedes, etc. This means Red Bull basically gets first pick on every up and coming driver.

So Alfa Romeo isn't following Orlen?
- I read today that they are actually going to partner with Haas, at least for engine naming rights. So think it will be Haas Moneygram Alfa Romeo

Doesn't really surprise me. I just can't see AlphaTauri as a clothing brand get any real value from F1. I think you probably need to be an already established brand with recognition before you can dive in as a title sponsor? Like really most people when they hear AlphaTauri they think...F1 team, not clothes brand. That really lowers its value/mileage as a sponsor I would imagine.
I guess RB didn't want that advert spot for itself again though with return to Toro Rosso, so yeah sell to the highest bidder I suppose?
- I don’t think Hugo Boss is a great fit for the overall Redbull brand.
  
  I mean, does it have to be? If they take over the sponsorship then it's not like it's co-branded. There would just be the Hugo Boss F1 team. Casual viewers wouldn't even know the connection to RB.

16 comments