Red Bull and AlphaTauri's hierarchy has refused to comment on any potential new names for the Faenza-based team from next season. The AlphaTauri name has been used by the squad since 2020, following its rebadging from Toro Rosso, which the team had used since its inception in 2006. It derives from the clothes brand launched by Red Bull three years ago, with it being the main title sponsor for the team. However, AlphaTauri has suffered significant losses over the last few years and questions over whether it will continue as a title sponsor have been raised. Red Bull advisor Helmut Marko has confirmed recently that the team will be rebranded, but did not shed any light on the name that could be used. Asked if they will return to the original Toro Rosso name, speaking to media including RacingNews365.com , outgoing Team Principal Franz Tost responded: "I don't think so. I think that's another possibility to get more money out of it." The team will have two new leaders from 2024 in the form of Laurent Mekies, who will join from Ferrari and replace Tost, alongside former FIA Secretary General Peter Bayer. Bayer held his first press conference at the Red Bull Ring wearing team colours over the Austrian Grand Prix weekend, and confirmed that the team is currently in the process of assessing which brand would be appropriate for them. "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, and with those sponsors, we are offering and discussing the option of also having a title partnership of the team," explained Bayer. "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 of this 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."
Huge potential for 'global brands' to enter F1 through title partnership
Red Bull announced Ford as a major partner for its 2026 engine earlier this year, while it also has other major technology brands such as Oracle onboard. Bayer believes there is potential for "global brands" to engage as a title sponsor. "We are in a great position to have opened a couple of other doors. There is a huge interest into F1 now from global brands who are looking to engage," he explained. When asked if the team name will be reliant on whatever their next title partnership will be, Bayer responded: "Yes." Tost echoed this and confirmed the team is currently speaking to multiple companies for their title sponsorship: "At this period of the year, all the teams negotiate the sponsors. We avoided these negotiations. "The title sponsor is a very attractive one and we will see then what the negotiations will bring in the next months. "Currently, we are talking to different companies and fortunately there is interest in AlphaTauri. But nothing is confirmed, nothing is signed so far. I think this will take a few months until everything has been fixed."
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