FIA confirms a new cooperation and long-term deal with AlphaTauri

The apparel company and F1’s regulatory body will collaborate on a three-year deal.

AlphaTauri, a clothing brand, has signed a three-year agreement to serve as the FIA’s official clothing partner.

Between 2020 and 2023, AlphaTauri, the apparel brand of Red Bull, will compete in Formula 1 races, taking Toro Rosso’s place.

The squad has changed its name to RB for the upcoming season as part of a rebranding initiative, but the AlphaTauri brand will continue to be associated with Grand Prix racing thanks to a new apparel deal with the FIA and its official association with the annual prize-giving ceremony.

“The FIA has always been a pioneer in leveraging technology and innovation to enhance the world of motorsport,” explained President Mohammed Ben Sulayem.

“Our staff work tirelessly behind the scenes to ensure the safety and success of motorsport events worldwide.

“This partnership with AlphaTauri enables us to bring comfort and style to our FIA clothing range. AlphaTauri’s innovative approach and dedication to fashion make them the perfect partner.”

“Becoming the official clothing partner of the FIA is a fantastic opportunity for AlphaTauri to continue showcasing how innovation and technology can be seamlessly integrated into fashion,” said Ahmet Mercan, CEO of AlphaTauri.

“This partnership is a significant step and we are proud to equip the FIA staff with our products that not only reflect our commitment to style but also our dedication to enhancing convenience through our designs.”

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F1, F1 2024, FIA, Formula 1, AlphaTauri