It has been reported that Hugo Boss will be taking over the title sponsorship rights of the AlphaTauri team.

  • o_oli@lemmy.world
    link
    fedilink
    English
    arrow-up
    5
    ·
    1 year ago

    Doesn’t really surprise me. I just can’t see AlphaTauri as a clothing brand get any real value from F1. I think you probably need to be an already established brand with recognition before you can dive in as a title sponsor? Like really most people when they hear AlphaTauri they think…F1 team, not clothes brand. That really lowers its value/mileage as a sponsor I would imagine.

    I guess RB didn’t want that advert spot for itself again though with return to Toro Rosso, so yeah sell to the highest bidder I suppose?

      • o_oli@lemmy.world
        link
        fedilink
        English
        arrow-up
        2
        ·
        1 year ago

        I mean, does it have to be? If they take over the sponsorship then it’s not like it’s co-branded. There would just be the Hugo Boss F1 team. Casual viewers wouldn’t even know the connection to RB.