AlphaTauri team principal Franz Tost states that the team's name will not revert to Toro Rosso. The Italian team will undergo an identity change in 2024. It is not yet clear whether the team will be named after a sponsor or if a generic chassis name will be created to be associated with a title sponsor.
The team has been known as AlphaTauri since the 2020 season, the clothing subsidiary of the Red Bull group. However, as recently revealed by Helmut Marko, that contract is coming to an end, opening up the possibility to rebrand the team from Faenza next season. If it does opt for a generic chassis name, to which a title sponsor can be attached, it obiously offers the opportunity to return to the name Toro Rosso, but Tost has suggested that priority may be given to a new sponsor.
"But I don't think so, I think there's another possibility to get more money out of it," Tost begins in an interview with Motorsport.com. "First of all, at this period of the year, all the teams negotiate with sponsors. And of course, we have also negotiations, and the title sponsor is very attractive one, and we will see then what the negotiations will bring in the next months," explains the Austrian. "But currently, we are talking to different companies. Fortunately, there is a big interest in Scuderia AlphaTauri. But nothing is confirmed, nothing is signed so far."
AlphaTauri's new CEO, Peter Bayer, confirmed that it is important for the team to establish a strong identity and hinted that a name could be chosen that is not necessarily linked to a sponsor. "Probably what Helmut was referring to is actually an internal discussion about exactly that," Bayer says about Marko's earlier revelation. "How can we create an identity for the team that is less dependent on the title sponsor, that gives us continuity and a strong baseline, rather than changing from Toro Rosso to AlphaTauri and so on? So, that's exactly what we are discussing now. And I think that's what Helmut was really referring to."
Bayer also refers to the competition on the track, for sponsors, and for the media. "And for that, people need to know what you stand for," Bayer says. "Part of that rebranding exercise and establishing a set of values and a portfolio of this of this team is obviously discussing with a couple of sponsors. And with those sponsors we are offering them, and we are discussing the option of also having the title partnership from the team. But yes, we are, we are actively discussing title partnerships with partners and to move forward. Currently, we have AlphaTauri. That's a deal that's valid and functioning, and we are very proud of it, to the end of this year. But as that one is running out, we are now discussing with others about the options of moving forward. That's happening," Bayer concludes.