Adidas refuses to deny AlphaTauri partnership

Sportswear giant Adidas has chosen to keep its cards close to its chest regarding a potential takeover of the coveted naming rights at Red Bull-owned Alpha Tauri from 2024. 

The rumour mill was set ablaze earlier when it was suggested that Alpha Tauri might wrestle away German fashion powerhouse Hugo Boss’ sponsorship of the Aston Martin team, giving birth to the tantalising possibility of “Hugo Boss Bulls Racing.”

New Alpha Tauri CEO, Peter Bayer, candidly acknowledged the ongoing involvement of Hugo Boss, stating, “They (Hugo Boss) are also involved in the new project.” 

However, he tantalisingly hinted at something grander, asserting, “But the new name is much bigger,” in an exclusive interview with Blick newspaper.

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Hugo Boss carries a storied history in the world of Formula 1, with their iconic “Boss” logo adorning championship-winning cars driven by legends such as Alain Prost, Niki Lauda, Ayrton Senna, Mika Hakkinen, and Lewis Hamilton during the McLaren-Hugo Boss partnership that spanned from 1981 to 2015. 

The German clothing manufacturer later shifted its allegiance to Mercedes before joining forces with Aston Martin’s partner portfolio in 2022, with the partnership slated to continue until 2025.

Speculation has since been rife, with whispers suggesting that the enigmatic “much bigger” brand poised to seize the Alpha Tauri naming rights throne is none other than Adidas. 

However, Adidas has opted to maintain a veil of secrecy, neither confirming nor denying the swirling rumours.

“As a matter of principle, we do not participate in speculation,” stated a spokesperson for Adidas, the world’s second-largest sportswear manufacturer after Nike, in response to inquiries from the DPA news agency. 

This reticence has only fuelled further intrigue within the Formula 1 community.

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The intrigue deepens as reports suggest that Adidas’ potential foray into Formula 1 is driven by none other than its new CEO, Bjorn Gulden. 

Gulden, with a track record of elevating Puma’s profile during his tenure as CEO at the German sports brand, appears poised to work his magic once again. 

His influence could reshape the landscape of Formula 1 sponsorship, should Adidas choose to embark on this new venture.
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