Adidas hasn’t dismissed the idea that they might secure the naming rights for Red Bull’s Alpha Tauri from 2024.
It was previously hinted that the team was looking to take on the German fashion label Hugo Boss’ sponsorship of the Aston Martin team – potentially evolving into ‘Hugo Boss Bulls Racing’.
Alpha Tauri’s new CEO Peter Bayer acknowledged: “They (Hugo Boss) are also involved in the new project.
“But the new name is much bigger,” he told Blick newspaper recently.
Subsequent to this, rumours suggest that the ‘much bigger’ brand aiming to acquire the Alpha Tauri naming rights could be Adidas.
“As a matter of principle, we do not participate in speculation,” a spokesperson for the German company, the second-largest sportswear manufacturer in the world after Nike, told DPA news agency.
The article indicated that Adidas’ inclination to venture into Formula 1 is motivated by its new CEO Bjorn Gulden, who similarly enhanced Puma’s reputation when he was the CEO of the German sports brand.