Around the Monaco Grand Prix, rumours surfaced that Alfa Romeo would become a sponsor of Haas for next year when its partnership with Sauber expired.
However, no official announcement was made as Alfa Romeo itself indicated in early 2023 that it would like to have more clarity regarding its sponsorship in motorsport by the end of the summer.
Following the season-ending Abu Dhabi Grand Prix there is still no official news on whether we will see Alfa Romeo back as a sponsor in motorsport next year. That, according to multiple RacingNews365 sources, is because negotiations between Alfa Romeo and Haas have stalled in recent months.
Both parties have been unable to agree on what Alfa Romeo's sponsorship should look like at a US-owned team. In 2019, Alfa Romeo made a deal with Sauber to become the title sponsor of the Swiss-based F1 squad for a relatively low price.
It marked a strong move by Alfa Romeo that, in the eyes of many casual motorsports fans, made it appear as though it had its own F1 team.
In recent years, however, Formula 1 has completely changed. Financially, teams are going through a great period, and the sport is more attractive now for sponsors amid increased viewership.
Haas secured a major title sponsor this season with MoneyGram. But an automatic consequence of the current F1 boom is that teams can demand more from sponsors, and that is where the kink seems to have appeared in the negotiations between Haas and Alfa Romeo.
Alfa Romeo seemed to be hoping for a deal they had with Sauber in recent years, but that agreement does not match the current market value in F1 and the negotiations ultimately came to nothing.
As a result, the iconic Italian car brand appears set to leave F1 as there seems to be no room for Alfa Romeo sponsorship at other F1 teams.
In all likelihood, Alfa Romeo will focus on other motorsport classes in the coming weeks, perhaps focusing on the World Endurance Championship as a sponsor - however, Stellantis, Alfa Romeo's parent company, is already present in the series with Peugeot.
Alfa Romeo itself is still hoping to announce a new sponsorship in motorsport in December.
Audi and Sauber
Alfa Romeo knew early on that it could no longer be Sauber's main sponsor from 2024 as the Swiss-based team is in the midst of a transition period towards 2026.
When the 2026 season comes, through a partial takeover the team will operate as Audi.
In 2024 and 2025, Audi will gradually take the reins at the team, and with that transition period in mind, it is logically undesirable to have another car brand as a sponsor of the Sauber F1 team.
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