Three F1 teams set to change name next season as Alfa Romeo prepare to depart
Three F1 teams will change their names after the Abu Dhabi Grand Prix with Alfa Romeo, Aston Martin and AlphaTauri all undergoing rebrands ahead of the 2024 campaign.
The Alfa Romeo name will be leaving the sport once again at the end of the 2023 season, bringing an end to their six-year title sponsorship deal with the Sauber F1 team as the team prepares for life under the Audi motorsport umbrella.
Audi will be on the grid for the first time in their history in 2026 as they continue preparations to transform the organisation into their own works team, but until then the organisation will rebrand back to Sauber.
Sauber is expected to sign a title sponsorship deal with another brand for the next two years, although their new partnership has yet to be announced. The six years with Alfa Romeo have seen the likes of Kimi Raikkonen, Valtteri Bottas and Charles Leclerc drive for the team, but they have struggled to break free from the midfield dogfight.
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Alfa Romeo had investigated a potential partnership with Haas for 2024 and beyond, but that agreement never came to fruition meaning the iconic Italian car manufacturer will be absent from the F1 grid altogether next year.
The Abu Dhabi GP will also mark the end of the AlphaTauri brand’s time on the grid. Red Bull rebranded their sister team to boast the name of their clothing operation ahead of the 2020 campaign, but four seasons later their products still aren’t available in many of the countries that F1 visits.
As is the case with Sauber’s title partnership, the team’s new name has yet to be announced, although there are rumours that Red Bull could be considering pairing a title sponsor with ‘Racing Bulls’ to make up the fresh branding.
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This would be a similar concept to the Racing Point rebrand that bridged the gap between the takeover of Force India and Aston Martin’s arrival in F1. They held lucrative sponsorship deals with betting company SportPesa and water technology business BWT before Lawrence Stroll opted to attach the iconic name to the project.
Finally, Aston Martin themselves will be undergoing a rebrand, although not to the extent of Alfa Romeo and AlphaTauri. Cognizant, who was the team’s first title partner, will be involved in a different capacity with a new title sponsor to be announced in due course.
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