Sporting giants Adidas are reportedly set to compete with Hugo Boss for the naming rights of AlphaTauri next season, with Red Bull set to rebrand their sister team.
Red Bull have come to the realisation that the AlphaTauri clothing brand hasn’t been a success and are keen to rename the team as part of a huge restructuring.
This restructuring has already seen ex-Ferrari race director Laurent Mekies announced as the side’s team principal for next season, with current boss Franz Tost to depart.
Peter Bayer has also been announced as the team’s new CEO and will work closely with Mekies in 2024.
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A new title sponsor is set to come onboard, with German brand Hugo Boss having been heavily linked.
Hugo Boss are currently sponsoring Aston Martin but could reportedly switch to Red Bull’s sister team to become their title sponsor.
The team name Hugo Boss Bulls Racing has also been speculated; however, supposed interest from Adidas could throw a spanner in the works.
It’s been reported by veteran Swiss journalist Roger Benoit that AlphaTauri could become known as Adidas, with Bayer having admitted that whilst Hugo Boss are involved in the rebranding, the team’s new name is “much bigger”.
“They (Hugo Boss) are also involved in the new project. But the new name is much bigger,” Bayer revealed to Blick.
According to Benoit, that new name could be Adidas.
“It’s probably the sporting goods giant Adidas,” Benoit said.
Whatever the team is rebranded as, they’re set to work much closer with Red Bull, having gone off in their own direction over the last couple of seasons.
This has worked completely against AlphaTauri, who are at the bottom of the Constructors’ Championship.
As a result, Red Bull are set to take more control of the outfit and are insisting that they copy as many parts from their car as legally possible.
The sister side actually introduced a huge number of upgrades at the Singapore Grand Prix this weekend, where AlphaTauri have looked much better.
Replacement driver Liam Lawson qualified at the Marina Bay Circuit as the highest Red Bull family driver, after making it all the way to Q3.
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The Kiwi was responsible for dumping reigning World Champion Max Verstappen out of the session, in what was a huge shock to behold.
With their upgrades, the AT04 clearly has some potential, making Bayer believe that the side won’t finish last in the championship.
“That will change in the last eight races. We won’t come last in the end,” Bayer told Blick in Singapore.