We said that in 2024, AlphaTauri will change not only the team leader, but also the name. The team’s new title sponsor is most likely German fashion manufacturer Hugo Boss.
Since 2017, the company has been one of the main partners of Formula E, but from next season Hugo Boss logos will disappear from the electric racing series. The money that the German manufacturer spent on advertising in Formula E is now going to marketing activities in Formula 1.
“We can confirm that our partnership with Formula E will expire at the end of this year,” said a spokesperson for Hugo Boss. “The company is reviewing its current commitment to the sport in order to focus on Formula 1 in the future.”
Hugo Boss is not commenting on rumors of a possible collaboration with AlphaTauri. Now the team is one of the partners of the Aston Martin team.
Source: F1 News
I am Christopher Clyde, an experienced journalist and content writer with a passion for sports. I have been writing about Formula 1 news for the past five years and am currently employed as an author at athletistic.com, one of the top sports websites in the US.
