The governing body for numerous auto racing events around the world, Fédération Internationale de l’ Automobile (FIA) has inked a partnership with AlphaTauri, Red Bull‘s fashion brand.
As part of the deal, the apparel brand has been named FIA’s official clothing partner.
🚨 Exciting news 🏁
— FIA (@fia) February 19, 2024
We are thrilled to announce the partnership between Alpha Tauri and the FIA as the first Official Clothing Partner, from 2024 to 2026.
Get ready for a fusion of automotive technology and high fashion, redefining style in the world of
motorsport! pic.twitter.com/NNXin5CjXR
AlphaTauri was Red Bull’s sister team in F1 following the initial rebranding of its junior team, Toro Rosso, in 2020, nevertheless, the team was rebranded again in 2024, this time to Visa Cash App RB.
The arrangement, which spans from 2024 to 2026, will call for FIA officials to wear AlphaTauri-branded gear in the paddocks for each race.
FIA mentioned in a statement, “We are thrilled to announce the partnership between AlphaTauri and the FIA as the first official clothing partner, from 2024 to 2026. The FIA and the premium fashion brand, AlphaTauri are proud to announce a global partnership. The FIA and AlphaTauri are looking forward to moving on together and to guarantee fair racing in all conditions on every continent in style.”
The renaming of Scuderia AlphaTauri to Visa Cash App RB before the 2024 season was part of a broader multi-year partnership between the highly successful Red Bull Racing organisation, which owns two Formula 1 team, and international credit card giant, Visa.
Visa also becomes the first global partner of both Red Bull teams, according to a joint press statement, marking the brand’s first new major global sports sponsorship in more than 15 years. In addition to naming rights for the team, Visa will get brand visibility throughout the main Red Bull team, which is sponsored by Oracle.