Adidas cause F1 storm as sportswear giant ‘consider becoming team name sponsor’

Sportswear giant Adidas could be set to join the F1 grid for 2024 and beyond with the legendary German company pushing to become AlphaTauri’s new title sponsor, according to fresh reports.

As reported by Swiss news organisation Blick, Adidas could be in the frame to take over the naming rights of Red Bull’s sister team, with a new name coming for the Faenza-based outfit in 2024.

Hugo Boss has been heavily linked to the team as a potential new title sponsor with the German clothing brand already producing team wear for F1 rivals Aston Martin. However, it appears that they will not be involved as a title sponsor.

Speaking to Blick about the title sponsor deal and Hugo Boss’ role, the team’s new CEO, Peter Bayer, confirmed: “They are also involved in the new project. But the new name is much bigger!”

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The name change is part of broader alterations to the working practices of AlphaTauri moving forward. Since entering their first Grand Prix back in 2020, the Italian team have dropped from fighting at the head of the midfield to sitting bottom of the Constructors’ Championship. 

Speaking about the new direction for the team, Helmut Marko told Kleine Zeitung: “AlphaTauri will have two new leaders in 2024, Laurent Mekies and Peter Bayer. There will be new sponsors and a new name. The orientation is clear: follow Red Bull Racing as far as the regulations allow. Own designs are the wrong way to go.”

While it is clear that major changes behind the scenes are underway at Faenza, the team’s driver line-up remains a very contentious topic with three drivers making strong claims for the remaining two seats.

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After dominating rookie Nyck de Vries to the extent that the Dutchman was let go after ten races, Yuki Tsunoda’s seat looked to be nothing short of a certainty for 2024. The Japanese driver has scored 100 per cent of the team’s points this season but is still sweating over his short-term future in F1.

This issue has been caused by the emergence of Liam Lawson. The young New Zealander made his F1 debut in Zandvoort standing in for Daniel Ricciardo, who is also a name in the conversation when it comes to the 2024 AlphaTauri line-up.

The 21-year-old Kiwi was battling on the fringes of the points in Monza and made it through to Q3 for the first time in Singapore, forcing his name into the conversation for a full-time drive next year.

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