Tudor joins forces with Visa Cash App RB Formula 1 Team

Swiss luxury watch brand Tudor has officially announced its partnership with Visa Cash App RB, the Formula 1 racing team formerly known as Scuderia AlphaTauri.

This alliance positions Tudor as an official partner of the team, with Tudor branding set to grace Visa Cash App RB’s liveries and race suits.

“We’re beyond thrilled to return to motorsport with a partner that’s ready to take on the challenge,” said Tudor Chief Executive Eric Pirson.

Geneva-based Tudor was founded in 1926 and consistently ranks among the top brands in the highly competitive Swiss watch company market, while they are already a prominent player in sports sponsorship courtesy of the Tudor Pro Cycling Team.

“We are delighted to welcome Tudor to our team,” added Peter Bayer, Chief Executive of Visa Cash App RB.

“They have a long history in motorsport, dating back to the ‘60s when they first got involved in sports car racing, as well as historic racing and rallying.

“Now, the Swiss watch company has seized the opportunity to move up to the very pinnacle of motorsport, joining us, as we tackle the 2024 Formula 1 World Championship with our new Visa Cash App RB identity. Our team will be challenging the status quo in Formula 1 with a strong identity, unique style and uncompromising quality, just like Tudor watches.”

The rebranding of Scuderia AlphaTauri to Visa Cash App RB for the 2024 season stems from a multi-year partnership between Red Bull Racing and Visa, marking Visa’s first major global sports sponsorship in over 15 years. As the first global partner of both Red Bull teams, Visa will enjoy brand visibility across the main Red Bull team, which boasts Oracle as a title sponsor.

Previously known as Toro Rosso before 2020, the team’s name change aligns with their ambition to elevate their presence in the F1 circuit. Reports indicated the impending name change in June last year, with contenders for title sponsorship rights including JPMorgan and Hugo Boss.

Other recently announced partners of the renamed team include NEFT Vodka and XMTrading, signalling an exciting new chapter for Visa Cash App RB as they prepare for the upcoming F1 season, commencing on March 2 in Bahrain.