Formula 1 teams chop and change their team personnel. Even drivers and team principals move around between seasons. However, in 2024, we will see two Formula 1 teams with completely new identities. Aston Martin and Alpha Tauri will not remain the same next season. Alpha Tauri’s CEO Peter Bayer talked at length about their new identity and the role of Red Bull.
A New Identity for Alpha Tauri
Alpha Tauri will be a completely new team in Formula 1 next season. They will take more parts from Red Bull, be closely linked to the facilities of Red Bull, and have a new title sponsor. CEO Peter Bayer is excited about these changes.
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Speaking to Formula 1, Peter Bayer said, “Discussions are going very well, unfortunately, I cannot disclose yet what the name will be. The shareholders have decided on the identity of the team. We will move a bit closer to the Red Bull family.”
“It’s an exciting period to see the birth of a Formula 1 team, it’s a unique experience, I’m very happy to live through that.”
Aston Martin to make a name change
Meanwhile, Aston Martin will make a less visible change in their Formula 1 identity. Since they came into the sport, Cognizant was their title sponsor. Now, they will still sponsor the Aston Martin team, but not as a title sponsor. This means that Aston Martin will lose the name Cognizant.
An Aston Martin spokesperson talked about their Formula 1 partnership with Cognizant. They said, “Cognizant is a $35 billion company with 300,000 employees – but three years ago it wasn’t a household name. Through the first phase of their partnership with us, they’ve achieved that – now, lots more people know who Cognizant are and what they do.”
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Speaking on their Formula 1 ties, the spokesperson continued, “This was always planned as phase two of that relationship – after achieving global brand awareness, they are deepening their partnership with us, they are applying their digital transformation to our business – both on and off the racetrack – and we are now building a deeper, broader relationship with them.”
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