The International Automobile Federation (FIA) motor racing governing body has announced Red Bull-owned clothing company AlphaTauri as its official clothing partner.
AlphaTauri had been Red Bull’s sister team in Formula 1 (F1), after Red Bull’s initial rebrand of its junior team, Toro Rosso in 2020, however the team has been once again rebranded in 2024, this time to Visa Cash App RB.
The deal, which runs from 2024 until 2026, will see FIA officials wear AlphaTauri branded clothing in the paddocks for each race.
The FIA wrote in a statement: “We are thrilled to announce the partnership between AlphaTauri and the FIA as the first official clothing partner, from 2024 to 2026.
“The FIA and the premium fashion brand, AlphaTauri are proud to announce a global partnership. The FIA and AlphaTauri are looking forward to moving on together and to guarantee fair racing in all conditions on every continent in style.”
Scuderia AlphaTauri’s renaming to Visa Cash App RB ahead of the 2024 campaign came through a wider multi-year tie-up between the hugely successful Red Bull Racing organization, which owns two F1 outfits, and international credit card giant Visa.
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By GlobalDataVisa will become the first global partner of both Red Bull teams, with a joint release stating this is the brand’s “first new major global sports sponsorship” in over 15 years. In addition to naming rights covering the team, Visa will also have brand visibility across the main Red Bull team, which has Oracle as a title sponsor.
Reports first indicated that there would be a name change for the 2024 season – which will get underway on March 2 in Bahrain – in June last year. Other contenders for title sponsorship rights reportedly included JPMorgan and Hugo Boss.
