$40 billion worth Adidas breaks silence on AlphaTauri sponsorship rumors

Adidas has been linked with Alpha Tauri for a 2024 title partnership.

Liam Lawson at Suzuka (Via IMAGO)

Red Bull’s sister team, AlphaTauri, is on the brink of a major shake-up, sparking rumors of a significant partnership shift. Initial whispers pointed to Hugo Boss as the potential sponsor, but now, the spotlight has shifted recently to the renowned sportswear giant Adidas. However, the German fashion brand chose to stay tight-lipped about their speculated partnership.

Amidst a challenging 2023 season, speculations arose about Red Bull selling the struggling team. Instead, they pursued new title sponsors. The CEO of AlphaTauri, Peter Bayer, dropped intriguing nuggets about the impending changes, stating, “They are involved in the new project,” with a promise that “the new name will be much bigger.” This cryptic revelation fueled speculations of Adidas stepping into the high-speed world of Formula 1.

Despite the mounting excitement, Adidas has chosen to play its cards close to the chest. As reported by FormulaPassion.it spokesperson firmly stated, “On principle, we do not participate in these speculations.” The silence from Adidas only adds to the mystery, leaving enthusiasts to wonder about the potential collaboration with the racing team.

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The plot thickens when considering the background of Adidas’s managing director, Björn Gulden. With a history in Formula 1 during his Puma days, Gulden orchestrated a remarkable rise in the brand’s visibility. The question ponders whether Gulden would consider steering Adidas toward a similar triumph within the F1 sponsorship arena.

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The Fraenza team is set to undergo a tectonic shift in its operation. The team’s current principal, Franz Tost, is set to bid adieu to the team and will be replaced by Ferrari’s Laurent Mekeis. The team aims not to finish the season last in the standings, and their constantly changing driver line-up has been troublesome for them. However, the team has opted to retain Yuki Tsunoda and Daniel Ricciardo for the next season.

Helmut Marko and Yuki Tsunoda (Speedweek.com)

While Adidas maintains its mysterious silence, alternate contenders for the title sponsorship role emerge. The once-presumed front-runner, Hugo Boss, might find itself in a supporting role rather than taking center stage. F1 journalist Joe Saward recently threw a wildcard into the mix, suggesting water company BWT as a potential dark horse for AlphaTauri’s sponsorship.

Adidas’s refusal to participate in speculations resembles a strategic move on the racing track. It keeps everyone guessing, adding an element of suspense to the unfolding narrative. The global resonance of Adidas only intensifies the anticipation surrounding its potential entry into the Formula 1 scene.