Report reveals new name for AlphaTauri as Red Bull prepare to rebrand junior team

Jamie Woodhouse
Daniel Ricciardo drives the upgraded AlphaTauri AT04.

AlphaTauri promise "fundamental" differences to the 2024 Red Bull car.

According to a report, Red Bull CEO Oliver Mintzlaff has struck a deal with clothing firm Hugo Boss which would see AlphaTauri rebrand to “Boss” or “Boss Orange” as of F1 2024.

With Red Bull’s junior squad AlphaTauri rock bottom of the Constructors’ standings and struggling to match the expectations of advisor and Red Bull driver programme boss Helmut Marko, he made it clear that major changes were coming.

With team principal Franz Tost, who has been at the helm since Red Bull debuted the team in 2006, set to retire at the end of F1 2023, former Ferrari racing director Laurent Mekies has been confirmed as his replacement, with Peter Bayer arriving as CEO.

AlphaTauri era soon will be no more

Marko also confirmed that the team would be required to bring their ties as close as possible to the dominant Red Bull parent team, using all of their parts and synergies allowed under the regulations, while he also revealed that the team would undergo a name change to move away from the identity of their AlphaTauri clothing line.

And according to a report by the Italian branch of, it is another clothing brand which will take over the reins, with ‘multiple sources during the Spa weekend’ having informed that Mintzlaff has sealed a deal with Hugo Boss to become the team’s title sponsor and provide a ‘high-profile financial commitment’.

The report claims this is a major step in Mintzlaff’s plan to make the team self-sustainable financially, and with Marko having on several occasions confirmed that Red Bull would not entertain a sale of their second team, the report stated that offers peaking at over $1 billion have been turned down.

Hugo Boss’ current involvement in Formula 1 is with the Aston Martin team as their official fashion partner, though this proposed partnership with Red Bull would mark a major escalation of their F1 involvement, with the AlphaTauri identity to make way for “Boss” or “Boss Orange”. recommends

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Toro Rosso name remains in the history books

This was the former name of Red Bull’s second team, the outfit carrying that ‘Toro Rosso’ moniker from 2006-2019.

Retiring team boss Tost had though previously poured cold water on the idea that this name could return, his reason, in-keeping with the information from this report, being that Red Bull wanted a greater financial boost from the team’s future identity.

When asked if the Toro Rosso name could make a comeback from 2024, Tost replied: “I don’t think so. I think there’s another possibility to get more money out of it.”

The team has picked up just three points from the opening 12 rounds of F1 2023, all scored by Yuki Tsunoda.

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