Last Updated on 09/28/2023 by てんしょく飯
adidas, the German-based sporting goods manufacturer, has not denied rumors that it will take over the naming rights of Red Bull’s second team, Alphatauri, starting in 2024.
The name of the new Alfatauri team will not be Hugo Boss.
Alphatauri has announced that it will change its team name again in 2024, but until recently it was suggested that the German fashion house Hugo Boss would become the new partner and that the team name might be “Hugo Boss Bulls Racing. However, this year, the Alphatauri team will be renamed to “Hugo Boss Bulls Racing”.
However, Peter Beyer, who took over as CEO of the Alfatauri team this year, recently told Switzerland’s Blick: “They [Hugo Boss] are a great team.
They [Hugo Boss] are also involved in the new project.
But the new name is much bigger.
■Is Adidas the real deal?
Rumors have since surfaced that it is none other than Adidas that will actually take over the naming rights to Alphatauri.
A spokesperson for the US-based adidas, the world’s second largest sportswear manufacturer after Nike, told Germany’s DPA news agency, “As a rule, we do not participate in speculation,” without denying or confirming the recent rumors.
According to the DPA, adidas’ entry into the F1 market is being spearheaded by new CEO Björn Gulden.
Gulden, who used to be the vice president of adidas, became the CEO of PUMA, another German sports brand, in 20213, and has a track record of dramatically raising PUMA’s profile. Gruden returned to his old job as CEO of adidas again in January of this year.
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