AlphaTauri rebrand: Latest rumours of teams new look for 2024 season

Wednesday 22 November 2023 by Jonathan Victoria  News

Earlier this season, AlphaTauri announced that they would be undergoing a rebrand for the 2024 season.

The sister outfit of Red Bull is yet to announce the changes that will be made to the team however, recent rumours have circulated about the name change and comments from the team CEO have clarified what will be different.

Off the back of the team bringing in two new sponsors, CEO Peter Bayer and his Faenza (team factory location) colleagues finalised plans on the new branding, incorporating the names of the new US-based sponsors.

New team name

While it hasn’t been confirmed yet, Bayer has spoken about the name change, saying that the team will run under a “classic name”.

Many have wanted AT to return to their original team name, Toro Rosso. While they were never a major player in F1, they were a respectable team that brought through the likes of Max Verstappen, Sebastian Vettel and Daniel Ricciardo.

Unfortunately, this looks to not be the case as rumour has it that a patent has been filed in Europe for the name ‘Racing Bulls’.

There is a lot of credibility to this rumour and potential name, with Bayer also saying in an interview “The identity is what Toro Rosso would have been, and it will be closer to the Red Bull family again,” going on to add “But then it will appear with the partners of the naming rights.”

Other teams changing

Naming a team after its sponsors is fairly common practice in F1 so this is nothing new. Obviously getting sponsors requires a good reputation, and Bayer has credited a lot of their recent popularity spike to the return of fan favourite Daniel Ricciardo.

But AlphaTauri are not the only team to be facing a complete rebrand for next season. With many changes coming for the new technical regulations in 2026, numerous teams are looking to implement their rebrands ahead of time to be ready for that season.

Alfa Romeo-Sauber is one such outfit, with the Italian manufacturer leaving the team and joining Haas next season. Haas will keep their team name, with Alfa Romeo taking over the rebrand for their Ferrari engines.

The current Alfa Romeo-Sauber will revert back to the name Sauber and will likely incorporate their title sponsor Stake into their name.

Their change is one ahead of 2026 as they will be undergoing a full rebrand to incorporate the incoming Audi partnership, who is joining as a power unit supplier for the team and acquiring a major stake in the Sauber Group in order to become the Audi F1 team.

In short, from 2026, Audi will create the team power unit at their base in Neuburg, Germany, while Sauber will continue to develop and manufacture the car as well as plan and execute race operations from their headquarters in Hinwil, Switzerland.