AlphaTauri rebrands to Visa Cash App RB for 2024 season

"It's fantastic to reveal the new identity and to welcome new partners as we embark on the next phase of the team's F1 story," team CEO Peter Bayer said. "Faenza is entering a new era of racing, staying true to our roots as a hothouse for talent but now with an even greater focus on competing for the biggest prizes in F1."

This is the team's third major rebrand since joining the F1 grid in 2006. It was known as Toro Rosso before it switched to the AlphaTauri moniker in 2020. Originally designed to be Red Bull's junior team, Visa Cash App RB launched the F1 careers of Sebastian Vettel, Daniel Ricciardo, Max Verstappen, Carlos Sainz, Pierre Gasly, Alexander Albon and Yuki Tsunoda.

Despite its connection to the all-conquering Red Bull outfit, Visa Cash App RB has struggled to find its place within the F1 ecosystem. It finished ninth in 2022 and eighth in 2023, hundreds of points behind its victorious sister team. 

With a driver lineup for 2024 that is anything but "junior" — Australian driver Ricciardo and Japanese driver Tsunoda have 14 full seasons between them — Visa Cash App RB intends to move beyond its role as a Red Bull feeder team and focus on its own success.

Reactions to the Visa Cash App RB rebrand have been overwhelmingly negative. Fans have coined it a "disaster" and "the worst name in F1 history" while French broadcaster Julien Febreau has protested saying the full name on air at all:

"We agree we're calling them Sauber and Racing Bulls on air, right?" he wrote, referencing Alfa Romeo's rebrand to Stake F1 Team alongside AlphaTauri's switch to Visa Cash App RB. "Stake and Visa Cash, I'm not going to hold out."

The Visa Cash App RB team will debut its new livery in Las Vegas on Feb. 8 in conjunction with the city's Super Bowl festivities. It will make its F1 debut at the Bahrain Grand Prix on March 2.