Boost Mobile founder wants to emulate Red Bull in Formula 1

Jamie Woodhouse
Boost Mobile logo on their relate store. June 2019.

Boost Mobile logo seen on one of their American retail stores. June 2019.

Boost Mobile founder Peter Adderton is working towards his Red Bull-esque dream of seeing the Boost branding in F1.

Originally founded by Adderton in Australia in 2001, telecommunications firm Boost Mobile now operates in Australia and the United States, but has plans for expansion into the European and Asian markets.

It is this condition which will determine any Formula 1 presence for Boost, but Adderton is keen to make it happen having taken inspiration from Red Bull.

The Austrian drinks manufacturer first appeared in Formula 1 as a sponsor for the Sauber team between 1995-2004, before launching their own works team in 2005.

Red Bull would then introduce a second team in 2006, known as Toro Rosso until 2019, at which point the team was rebranded to AlphaTauri, a reflection of Red Bull’s clothing brand under the same name.

“I do have a dream to see the Boost brand on an F1 car one day,” said Adderton in an interview for Repco New Zealand.

“That would be the crowning moment for me.

“To see what Red Bull has done [in Formula 1]… we’ll keep driving towards that. That’s the pinnacle of what we want to do.

“We hope to launch Boost throughout Europe and some of those other markets, and Asia, which would then open that opportunity up to us.

“Formula 1 is big in Australia and America but you cannot justify doing it unless you’ve got a global brand in Europe as well.”

The 2020 Turkish Grand Prix gets underway. November 2020.

Check all the latest 2021 teamwear via the official Formula 1 store

Adderton has invested widely in a range of motorsport series in his career, including NASCAR, IndyCar and MotoGP.

His heaviest influence is found in the Supercars series though, where he backs Brodie Kostecki’s Erebus Holden and James Courtney’s Tickford Ford.


Adderton’s support has also allowed for the Greg Murphy and Richie Stanaway wildcard entry to happen at the 2021 Bathurst 1000.

He even recently spearheaded a bid to buy Supercars, though lost out to a TLA/ARG joint venture which successfully completed a takeover.