The AlphaTauri Formula 1 team is gearing up for a significant transformation, finalizing plans for a complete rebrand in 2024, marking a departure from its current identity associated with the Red Bull-owned clothing brand.

Initially known as Toro Rosso, the team underwent a rebrand in 2020, aligning itself with AlphaTauri. However, as the existing partnership draws to a close, the team is seeking a return to a more generic name, akin to Toro Rosso, in a bid to distance itself from sponsor-oriented branding. Follow your favourite F1 team with attractive F1 betting odds from Nextbet. 

Team CEO Peter Bayer and colleagues in Faenza concluded discussions during the Las Vegas GP weekend, solidifying strategies to integrate the names of two new US-based sponsors into the official team title. The new identity and the unveiling are scheduled to coincide with the publication of the official FIA entry list in the coming month, marking a pivotal deadline for the team’s transformation.

Bayer shared insights into the imminent changes, emphasizing the return to a generic identity resembling Toro Rosso’s positioning while incorporating the names of new partners into the team’s title.

“The name of the team, the identity, has been decided by the shareholders,” Bayer revealed. “We will change the company name, identity, logo, everything, a complete relaunch, complete rebrand.”

The team’s growing presence in the United States, amplified by the popularity of Drive to Survive star Daniel Ricciardo, played a pivotal role in attracting new sponsors, according to Bayer. The team’s rising trajectory and strong foothold in the US facilitated connections with two major companies, fostering mutual interest and collaboration.

The team anticipates significant changes in its branding, with Bayer expressing excitement about the ambitious ideas proposed by the new partners, indicating a shift towards a grander scale than initially envisioned.

Additionally, the Alfa Romeo team is poised for an identity shift next year, with the conclusion of their deal with the Italian manufacturer. The return of the Sauber identity is anticipated, accompanied by the incorporation of current title sponsor Stake into the team name, setting the stage for a transformative period in Formula 1. Get the latest updates from the world of F1 only on Nextbet Sports.