When Paul Stoddart sold his Minardi team to Red Bull in 2006, the team were rebranded to Scuderia Toro Rosso. The Faenza-based team made their debut in the 2006 season and were initially considered as the ‘junior Red Bull team’, where most of the Red Bull Driver Academy talents started their career before moving to the senior team. The ‘junior’ team, though, ended up scoring the first victory before Red Bull could in 2008 through Sebastian Vettel’s stellar Monza drive. Since then, the team have been one of the strongest midfield teams and took their second win in 2020 after Pierre Gasly won in Monza.
The team have given many of the sport’s finest drivers a chance to showcase their talents, with the likes of Sebastian Vettel, Daniel Ricciardo, Max Verstappen, Pierre Gasly and Carlos Sainz Jr. all having started their career with the Italian team.
Red Bull eventually decided to rename the team as AlphaTauri to promote their fashion label of the same name, and given the success they have enjoyed, AlphaTauri are now looked as a sister team of the Austrian racing team and no longer a junior team.
Let’s look at AlphaTauri’s sponsors this F1 season.
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Through its partnership with Red Bull, Honda has been providing the Italian team with its power units since 2019. The partnership also puts the Honda branding on the AlphaTauri race cars and drivers race suits.
AlphaTauri announced blockchain platform Fantom as their Official Team Partner in May 2021. The partnership sees Fantom gain access to AlphaTauri’s digital rights to promote itself on a global scale. Additionally, the Fantom logo is also present on the AlphaTauri race cars.
The two parties extended their partnership in January 2022, which saw Fantom get additional branding on the helmets and caps of both the AlphaTauri drivers.
AlphaTauri drivers Pierre Gasly and Yuki Tsunoda also serve as brand ambassadors for Fantom, which sees them endorse and promote the brand.
In December 2019, AlphaTauri’s parent company Red Bull announced that it would be rebranding the team from Toro Rosso to AlphaTauri, the latter being Red Bull’s fashion label. The decision was made to promote the fashion label, and AlphaTauri purchased Toro Rosso’s naming rights.
Since the 2020 season, the team have been competing in F1 as Scuderia AlphaTauri.
One of the leading industry-specific software firms, Epicor was announced as AlphaTauri’s Official ERP Partner in October 2021. The multi-year partnership sees Epicor provide AlphaTauri with the necessary tools to streamline production, correlate components with telemetry data and maximise vehicle performance. As part of the deal, the Epicor logo is present on the AlphaTauri race cars.
In May 2021, UK-based global multi-regulated financial service provider ICM signed a two-year partnership with AlphaTauri. As the team’s Official Partner, ICM receives branding on the race cars, driver apparel and in the garage.
Italian tyre manufacturer Pirelli serves as the Official Tyre Supplier of the team.
Sports streaming service DAZN was announced as AlphaTauri’s Official Content Partner in March 2021. The deal sees AlphaTauri driver Yuki Tsunoda serve as DAZN’s brand ambassador in Japan and also feature the company logo on his cap. Additionally, the Italian team also work with DAZN to create exclusive content for the Japanese fans, including exclusive annual passes and gift packs that give them a chance to enter competitions and meet Tsunoda and his teammate Pierre Gasly virtually or in-person.
Currently, DAZN is also working on creating an original content series starring Yuki Tsunoda while also providing the team with insights and analytics.
A German manufacturer and distributor of real-time networks for video, audio and communications firm, Riedel is a Team Partner of the Scuderia AlphaTauri team.
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Leading global industrial manufacturing firm Siemens has been a long-time partner of the AlphaTauri team. The German company provides the team with its various tools and software to help them manage the fast and changing workflows during the race season.
Italian HR services company Randstad Italia has been AlphaTauri’s Official HR Partner since January 2019. Apart from the Randstad logo on the driver’s race suits and pit crew helmets, the partnership also sees Randstad work with AlphaTauri to work around talent scarcity and identifying the key aspects of the Development-Work supply chain in order to place those with the necessary specific and complex skills required in the automotive sector.
US-based artisanal food brand Ziba Foods was announced as an Official Partner of the AlphaTauri team in April 2022. As part of the deal, the Ziba Foods branding features on the front-wing endplates of the AlphaTauri race cars for the entirety of the 2022 Formula One season.
AlphaTauri inked a multi-year deal with API marketplace RapidAPI in April 2022. The deal sees RapidAPI assist AlphaTauri to improve performance at their factory and on track and also with digital integration.
GMG (Dubai) Limited
In September 2022, ahead of the Italian Grand Prix, AlphaTauri announced Middle Eastern inter-deal brokerage house GMG (Dubai) Limited as the team’s Official Partner.
In October 2022, AlphaTauri announced Swedish leather & travel goods brand Carl Friedrik as the team’s Official Luggage Supplier. To kick off the partnership, Carl Friedrik collaborated with the Italian team to launch a limited edition carry-on suitcase which had the exclusive colours and materials inspired by the team.