Fashion giant Hugo Boss tipped to replace AlphaTauri amid rebrand for F1 2024
World-famous fashion giant💝 Hugo🐎 Boss is the front-runner in negotiations with Red Bull to become AlphaTauri’s title sponsor from 2024, according to .
A final decision is expected to be taken by Red Bull in September but Hugo Boss CEO Daniel Grieder, who worked closely with Mercedes’ Lewis Hamilton in his previous role at Tommy Hilfiger, is said to be keen to add the AlphaTauri brand to ꦅtheꦑ company’s portfolio.
Hugo Boss already ha🗹s minor F1 involvement through being Aston Martin’s official fashion partner✃.
Helmet Marko confirmed earlier this year that&nbsไp;Red Bull had decided against selling AlphaTauri or moving it away from their I🎃talian home base after reports that new Red Bull CEO Oliver Mintzlaff was unhappy with the sister team’s performance.
The team has been bran🐟ded aౠs AlphaTauri - the clothing subsidiary of the Red Bull group - since the 2020 season.
Outgoing AlphaTauri boss Franz Tost pr🦩eviously dismisse♋d suggestions the team will return to their former Toro Rosso guise for 2024.
Tost 🙈is to step down as team principal at the end of the season after 18 years in charge. He will be replaced by Laurent Mekies, while former FIA executive Peter Bayer will also join the team as chief executive.
AlphaTauri currently oc☂cupy 10th and last place in the F1 constructors’ championship, having managed to score just three pointꦜs in 12 races so far this season.
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