The title sponsor, the new frontier of business
Certainly the minor home team Red Bull – born from the ashes of the glorious Minardi – has never aimed to have a strong and recognizable brand identity. Otherwise, the somersaults between Toro Rosso (2006-2019), Alpha Tauri (2019-2023) and the latest change made official yesterday, long shrouded in fog, could not be explained: Visa Cash App RB Formula One Team.
“A little tongue twister“, joked Helmut Marko with the Germans Cars, Motor and Sport.
Daniel Ricciardo on Visa Cash App RB Formula One Team. Unlistenable.
Already yesterday the rumor was circulating about the common name used within the Red Bull galaxy to refer to the team that will be led by Laurent Mekies. V-Carb. The initials of each of the words that make up the name.
Yuki Tsunoda, V-Carb driver. Space.
“The ugliest name ever“, ruled the social media court, giving a thumbs up as a sign of broad dissent.
FIA help us
In the list of members of the Federation, promptly updated with the latest news, the company name is “Racing Bulls SpA” and therefore this is how the team should commonly be called. With the risk of confusion with the parent Red Bull always present. But the marketing luminaries will have thought about this too. Unless they really believe someone might refer to the team as Visa Cash App RB.
Then there is the case of Sauber. Whose company name is Sauber Motorsport AG, with the team name Stake F1 Team Kick Sauber and whose chassis is called Kick Sauber. Will it be called Stake? Or will the historic Sauber brand be used?
Providing a safe harbor should be the company name. On the other hand, there are 7 F1 teams that have a sponsor in the team name (Oracle Red Bull Racing, Mercedes-AMG Petronas Formula One Team, Aston Martin Aramco Formula One Team, BWT Alpine F1 Team, MoneyGram Haas F1 Team, as well to the cases already mentioned) and no one is called by the name of the business partners.
And therefore Sauber and Racing Bulls.
Hopefully.
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