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Yuki Tsunoda, AlphaTauri AT04
Autosport Plus
Opinion

Why the recent team name sagas should alarm F1

OPINION: In the recent team naming storms, the business models of modern Formula 1 squads come under scrutiny. ‘Cash is king’ in this business, but at the same time that reality threatens something more fleeting and wonderful underneath

AlphaTauri’s rebranding as Visa Cash App RB and the outcry that followed were as predictable as the new name was underwhelming. One element of this was the various headlines decrying it as the worst Formula 1 team name ever, including in The Guardian newspaper.

More than ever in F1, teams are used as branding exercises. It’s not new – think Benetton in the 1990s. But the fashion house at least owned the team that is now Alpine, unlike Alfa Romeo with Sauber in the last five years of that ‘branding exercise’.

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