AlphaTauri’s new era in Formula 1 is imminent, with the Italian outfit set to race under a new name for the 2024 season. Unlike in previous seasons, Red Bull is taking proactive steps to ensure their commercial and on-track potential is maximised.
Up until last year, AlphaTauri enjoyed a reasonable level of independence from Red Bull. Although the reigning Champions controlled driver selection, the Faenza-based team was entrusted with its own development.
This arrangement was reasonably successful, as evidenced by Pierre Gasly’s race win and podium finishes from 2020-21. Kvyat’s podium in 2019 Hockenheim is another reasonably recent stand-out finish for the team, who were consistently competitive in the midfield.
However, last year, Red Bull changed its approach. The disappointing performance of the AT04 resulted in comprehensive changes from top to bottom.
The first impacts of these changes arrived last year, with AlphaTauri introducing upgrades inspired by their senior team. In a similar fashion to Haas, the team now led by Laurent Mekies will pursue a similar concept to their closest partners.
In addition to these performance-led changes, there will be commercial ones. Heading into 2024, one of the big questions is what AlphaTauri’s new name and branding will become.
Over the last few months, the name “Racing Bulls” has been consistently mentioned in F1 news outlets and reports. As it stands, this name will feature.
With that said, this name will be accompanied by fresh partners. Visa and Cash App are understood to be the Faenza-based team’s title sponsors.
The website racingbulls.com (which was registered by Red Bull some time ago) is now redirecting to visacashapprb.com.
It seems reasonable to assume that “Visa Cash App Racing Bulls” will be the team’s new identity in 2024.
Given Cash App’s previous sponsorship of Red Bull, this is quite clearly an example of the deepening cooperation between the two teams. Provided the Italian outfit can produce stronger results, acquiring more partners should become easier.
Regardless, much like the newly branded Sauber, the Racing Bulls will add a new component to F1 this season.
Author: Jaden Diaz-Ndisang
