Swiss Watch brand Tudor has announced its partnership with Visa Cash App RB, the Formula 1 (F1) motor racing team formerly known as Scuderia AlphaTauri.
The deal, which makes Tudor an official partner of the team, involves Tudor branding having a presence on Visa Cash App RB’s liveries and race suits.
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Tudor chief executive Eric Pirson said: “We’re beyond thrilled to return to motorsport with a partner that’s ready to take on the challenge.”
Peter Bayer, chief executive of Visa Cash App RB, added: “We are delighted to welcome Tudor to our team. They have a long history in motorsport, dating back to the ‘60s when they first got involved in sports car racing, as well as historic racing and rallying.
“Now, the Swiss watch company has seized the opportunity to move up to the very pinnacle of motorsport, joining us, as we tackle the 2024 Formula 1 World Championship with our new Visa Cash App RB identity. Our team will be challenging the status quo in Formula 1 with a strong identity, unique style and uncompromising quality, just like Tudor watches.”
Scuderia AlphaTauri’s renaming to Visa Cash App RB ahead of the 2024 campaign came through a wider multi-year tie-up between the hugely successful Red Bull Racing organization, which owns two F1 outfits, and international credit card giant Visa.
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By GlobalDataVisa will become the first global partner of both Red Bull teams, with a joint release stating this is the brand’s “first new major global sports sponsorship” in over 15 years. In addition to naming rights covering the team, Visa will also have brand visibility across the main Red Bull team, which has Oracle as a title sponsor.
Before 2020, the name was Toro Rosso, the Italian translation of Red Bull.
Reports first indicated that there would be a name change for the 2024 season – which will get underway on March 2 in Bahrain – in June last year. Other contenders for title sponsorship rights reportedly included JPMorgan and Hugo Boss.
Other recently announced partners of the renamed team include NEFT Vodka and XMTrading.
