It emerged early last month that the Faenza squad is to undergo a rebrand for next year. Selling the naming rights will enable the outfit to become more financially sustainable.
This comes after new Red Bull management - led by Oliver Mintzlaff after the death of company co-founder Dietrich Mateschitz - opted against a total sale of AlphaTauri.
Instead, the team will consolidate around its UK aerodynamics operation in Bicester and will closely align with Red Bull to lift itself off the foot of the constructors' championship.
As part of the overhaul, Red Bull leadership has chosen to act on its reservations that a 2020 name change - the team having previously ran as Toro Rosso since a 2006 F1 debut - had sufficiently boosted the profile of the AlphaTauri fashion label to remain economically justifiable.
The team plans to drop its current name from 2024 and replace it with a new permanent team and car name with Red Bull connections, while team CEO Peter Bayer confirmed it won't return to Toro Rosso.
As reported by Autosport sister site it.motorsport.com, it has now emerged that Hugo Boss has entered negotiations over a potential lucrative title sponsorship deal.
The current Aston Martin partner, and ex-McLaren sponsor, is seeking greater F1 exposure.
Should the deal go through, AlphaTauri will be likely be rebranded as ‘Boss’ - the guise of its Aston backing, which is contracted until 2025 - or ‘Boss Orange’ in deference to the specific clothing line.
Source: Autosport