By Joe Murphy
It’s just the worst isn’t it? The names of Torro Rosso and Alpha Tauri were dignified. Whilst I understand the need for a rebrand from time to time and all the extra revenue one can bring, this has to be a step too far. Red Bull’s official sister team joined the grid back in 2006 and initially raced under the aforementioned Toro Rosso brand (meaning Red Bull in Italian).
From 2020, they were renamed again, this time as AlphaTauri to promote the company’s fashion brand. Whilst these were both brand names that had marketing very clearly at is heart, it wasn’t nearly as obvious as their latest ploy.
For 2024, the team that finished 8th in the constructors standings last year will be given another name as they head into a new era without long-time team boss Franz Tost who is retiring. This new era will be ushered in by former Ferrari Deputy Team Principal and Racing Director, Laurent Mekies.
So, the new team name. Next to Ferrari, Mercedes, Williams and McLaren will be Visa Cash App RB Formula One Team. What has also be called out is the reference to the Red Bull ‘partnership’, who have benefitted from a number of younger drivers through this sort of feeding system, including Vettel, Ricciardo, Albon and Gasly.
So, from Toro Rosso winning with Sebastian Vettel behind the wheel at rainy Monza to Pierre Gasly winning at the same venue in an Alpha Tauri, we have the next stage in this team’s journey in Formula 1. I understand that marketing has been used in the past. I understand that all teams have extra words in their team that get abbreviated down. But this one is just that extra step too far for me. How do we abbreviate Visa Cash App RB without reference to any of the companies. And before you comment about their sister team, I know Red Bull is already in use and probably gets away with it due to the longevity and success they have had.
But Visa Cash App F1 Team? Come on. Also, talks are underway for the re-branding of McLaren to Google Pixel 8a Chrome Team.
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