Scuderia AlphaTauri rebranded as Visa Cash App RB ahead of 2024 Formula 1 season
Scuderia AlphaTauri, the esteemed sister team of Formula 1 champions Red Bull Racing, is undergoing a significant restructure ahead of the 2024 campaign.
The team is set to be renamed Visa Cash App RB, marking a pivotal rebranding initiative revealed through a multi-year collaboration between Red Bull Racing and global credit card giant Visa.
Visa becomes the first global partner for both Red Bull teams. The collaboration encompasses brand visibility across the primary Red Bull team, which boasts Oracle as its title sponsor. Furthermore, Visa’s influence will extend to the F1 Academy subsidiary series, with the Visa logo adorning all cars affiliated with the Red Bull Racing organization.
Formerly known as Toro Rosso until 2020, Scuderia AlphaTauri has been Red Bull’s secondary F1 team since 2020, following its acquisition by Red Bull Racing in 2006, a year after the main outfit joined the F1 fray.
The rebranding reflects Red Bull Racing’s partnership with Visa, a move signalling Visa’s first major global sports sponsorship in over 15 years. The collaboration with Red Bull encompasses not only naming rights but also a closer alignment with the F1 Academy subsidiary series.
AlphaTauri ➡ Visa Cash App RB 💰
Visa Cash App RB’s livery to be revealed in Las Vegas on February 8th 🔥 pic.twitter.com/xCpjz28JqL
— Sky Sports F1 (@SkySportsF1) January 24, 2024
Reports of the impending name change surfaced in June of the previous year, with potential contenders for title sponsorship rights including JPMorgan and Hugo Boss.
The junior Red Bull team is slated to relocate its aerodynamics and production headquarters to the UK in 2024. This shift aims to foster closer proximity to the main F1 team while maintaining its operational headquarters in Faenza, Italy.
As part of this alliance, team drivers Yuki Tsunoda and Australia’s Daniel Ricciardo will sport a newly designed Visa and Cash App-inspired livery and driver’s kit at the upcoming Bahrain Grand Prix.
Visa, aiming to deepen its engagement with F1 fans, plans to offer its customers exclusive behind-the-scenes access, driver interaction and elevated hospitality experiences at races throughout 2024.
“It’s fantastic to reveal the new identity and to welcome new partners as we embark on the next phase of the team’s F1 story,” said Peter Bayer, CEO of the newly named Visa Cash App RB team.
“We have a bold vision for the team led by myself and team principal, Laurent Mekies, and having future-focused partners such as Visa and Cash App alongside us on that journey is hugely exciting.”
Frank Cooper III, Visa’s Chief Marketing Officer, added, “This is a groundbreaking partnership and a great opportunity for the Visa brand to engage one of the fastest-growing sports communities on the planet. This alliance resonates strongly with Visa’s vision to inspire individuals to ‘make it,’ striving to take small steps for improvement each day, during every race or event.”
In 2023, under the AlphaTauri guise, the team secured an eighth-place finish in the F1 Constructor’s Championship.
Image credit:Lukas Raich
