AlphaTauri has negotiated a deal with the FIA and will therefore also be represented in motorsport and therefore Formula 1 in 2024
AlphaTauri is back in Formula 1 and global motorsport – sounds strange, but it’s true! Just a few weeks after Red Bull dropped the name of its Formula 1 team and will now operate as Racing Bulls (or Visa Cash App RB), AlphaTauri is back – in the form of the fashion brand of the same name that gave its name to the Formula 1 team
The Red Bull Group brand is entering into a partnership with the FIA and will be the official clothing partner of the association led by President Mohammed bin Sulayem for three years. The announcement was made on Monday afternoon.
As part of the partnership, AlphaTauri will provide all FIA employees with clothing and accessories and “redefine how style and comfort can be combined with the world of motorsport”, according to the press release.
The brand will also be the official partner of the FIA Gala at the end of the year, where the winners of the individual championships will be honored.
“The FIA has always been a pioneer in using technology and innovation to improve the world of motorsport,” says FIA President Mohammed bin Sulayem. “Our employees work tirelessly behind the scenes to ensure the safety and success of motorsport events worldwide.”
“The partnership with AlphaTauri allows us to bring comfort and style to our FIA apparel line. AlphaTauri’s innovative approach and dedication to fashion make them the perfect partner,” continued Sulayem.
“Becoming the official apparel partner of the FIA is a fantastic opportunity for AlphaTauri to continue to demonstrate how innovation and technology can be seamlessly integrated into fashion,” emphasizes AlphaTauri Managing Director Ahmet Mercan.
“This partnership is a significant step and we are proud to equip the FIA staff with our products that reflect not only our commitment to style, but also our dedication to improving comfort through our designs.”
The AlphaTauri Formula 1 team raced in the premier class from 2020 to 2023, but was basically just the rebranding of Toro Rosso initiated by Red Bull to strengthen and raise the profile of its own fashion brand.
In the four years, the racing team managed a surprise victory by Pierre Gasly in Monza 2020 and another podium finish. The team finished the 2023 season in eighth place overall and decided to rebrand again for 2024. However, the name will remain in the Formula 1 environment thanks to the partnership with the FIA.