The 2023 Formula One season ends today and with it, three of the 10 teams will use their current names for the final time. The Abu Dhabi Grand Prix is the final race of the season and as well as seeing Max Verstappen receive his Drivers’ Championship trophy – again – will be the final chance for teams to take to the track with their current branding.
AlphaTauri
Perhaps the most significant change on the grid is with Red Bull’s sister team. Previously known as Toro Rosso from 2006 and 2019, they have been Scuderia AlphaTauri since the 2020 season. They act as a first chance in F1 for young talents from the Red Bull Driver Academy such as Sebastian Vettel, Verstappen and Daniel Ricciardo.
But the team will undergo another change this offseason. AlphaTauri, which is a fashion brand that operates under the Red Bull umbrella, has not seen as much commercial success as they had hoped from the partnership.
CEO Peter Bayer said a few months ago: “The shareholders have decided on the identity of the team, we will move a bit closer to the Red Bull family. It’s an exciting period to see the birth of a Formula One team, it’s a unique experience. I’m very happy to live through that.”
They will not rebrand as Toro Rosso, Bayer confirmed. It has been suggested Hugo Boss or Adidas could become title sponsors but more recently, the name ‘Racing Bulls’ has emerged as the likeliest tweak.
RedBull GmbH trademarked ‘Racing Bulls’ with the European Union and the moniker would fit with Bayer’s suggestions that the new title will be closer to the Red Bull brand. Watch this space.
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Aston Martin
Currently known as Aston Martin Aramco Cognizant F1 Team, the British team will drop Cognizant from their name for 2024. Cognizant had been a title sponsor ever since Aston Martin returned to the sport three years ago.
The technology and consulting firm will still sponsor Aston Martin but as a strategic partner instead. A spokesperson for the F1 team confirmed recently: “This was always planned as phase two of that relationship (with Cognizant).
“After achieving global brand awareness, they are deepening their partnership with us, they are applying their digital transformation to our business – both on and off the racetrack – and we are now building a deeper, broader relationship with them. The new team name will be confirmed in early 2024.”
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Alfa Romeo
Another complete name change will occur at Alfa Romeo F1 Team Stake. Alfa Romeo have had a six-year partnership with Sauber Motorsport and are sporting a commemorative livery in Abu Dhabi. But the team will race under the Audi banner from 2026.
For the next two seasons before then, Sauber are expected to go it on their own. Alessandro Alunni Bravi, the main face alongside Andreas Seidl, has confirmed Audi will have no part to play before 2026.
He said: “Commercially speaking, it is important to have a big bang in 2026, not to dilute the Audi involvement with the team. So, we will continue as Sauber, based on the heritage of the group.” Their new name is likely to be confirmed in the first few months of 2024.
Alfa Romeo CEO Jean-Philippe Imparato has meanwhile hinted at a return to F1 in the future. He said: “Alfa Romeo has competition in its DNA and will return to thrill its fans as soon as possible, when the conditions are right.”
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