this post was submitted on 02 Aug 2023
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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?
I donβt think Hugo Boss is a great fit for the overall Redbull brand.
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.