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Monaco Grand Prix 2023

Alfa Romeo to join Haas in 2024 F1 title deal

A bumper sponsorship deal could be in line for Haas in 2024 with a current Grand Prix racing 'rival'

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Alfa Romeo are set to join Haas in a Formula 1 title deal from the 2024 season, potentially worth $20 million per annum, RacingNews365 has learnt.

At the end of 2023, the Alfa title sponsorship of the Sauber team will conclude, with the Swiss name returning to the grid as they prepare for Audi's arrival in '26.

However, Alfa are keen to remain involved in Grand Prix racing, and have held positive talks with Guenther Steiner's Haas outfit - whose current title sponsor Moneygram features similar colours to the Italian brand.

Both teams are currently customers of Ferrari and receive components including power units from the Maranello team.

RacingNews365 understands that discussions between the two parties were planned for the Emilia Romagna Grand Prix but that they were instead held in Monaco after the Imola event was cancelled.

Multiple sources with direct knowledge of the negotiations did not deny the rumours of potentially a two-year deal also taking in 2025 when approached by RacingNews365.

Dieter Rencken's analysis

Another potential scenario is that after the 2024-25 title deal concludes, Alfa Romeo could head to the World Endurance Championship.

It is understood that this programme could use Peugeot or Ferrari hardware, but this would create the situation of two Stellantis companies fighting each other in the same series - something that could be unfavourable for both Peugeot and Alfa.

Through Fiat, Ferrari are also part of Stellantis, with chairman John Elkann also boss of the Stellantis group, the name given to the automotive group founded when Fiat Chrysler and PSA Group merged in 2021.

Should Peugeot beat Alfa Romeo, this would not look good for the 'performance brand' of Alfa, while Peugeot losing to Alfa would look unfavourable as they sell more vehicles.

It was a similar situation with Porsche and Audi in the WEC, both brands under the Volkswagen umbrella, which ultimately ended with Porsche's withdrawal.

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