Visa Cash App RB, formerly known as AlphaTauri, acknowledges the risks associated with its rebranding and is working towards establishing a strong new identity, according to CEO Peter Bayer. The team has adopted the name RB, which stands for “Racing Bulls,” and has secured two title sponsors that prominently feature on the VCARB 01 car’s livery. Bayer and new team principal Laurent Mekies have overseen significant changes that go hand-in-hand with the team’s new identity.
The team’s rebranding involves more than just a name change and logo placement. Bayer explains, “Laurent and myself have been implementing major changes within the team. We have welcomed new members, made significant investments in the new performance center in the UK, and have a revised lineup of drivers. All these elements contribute to the establishment of our desired identity.”
While the bull and RB will remain as a solid foundation, Bayer hopes that the partnership with Visa and Cash App will also contribute to the team’s identity. He addresses concerns about naming rights partners potentially diluting the team’s identity, stating, “We are one of only 10 Formula 1 teams globally, and people recognize us as such. Through our efforts to establish a strong identity, I am confident that we will soon be known as VCARB, a competitive team fighting for the top of the midfield with a fantastic driver lineup.”
In addition to establishing a strong identity, the team aims to push the boundaries in Formula 1 and create a memorable experience for fans. Bayer emphasizes their commitment to combining fun, entertainment, and music with their endeavors in the sport.
Explaining the choice of “Racing Bulls” as the company name, Bayer reveals the team’s desire to reconnect with the Red Bull family. RB is a tribute to Red Bull, and the name “Racing Bulls” pays homage to the various activities within the Red Bull group. Bayer further clarifies, “We wanted a company name that would work regardless of sponsors, to avoid the need for future changes if our sponsors were to change. Hence, we chose Racing Bulls S.p.a as the neutral name for our business in Italy.”
The team’s official identity is the Visa Cash App RB Formula 1 Team. While it may be a mouthful, Bayer highlights the significance of the partnership with Visa and Cash App. He encourages fans to support the team under the acronym VCARB, reflecting the internal name used by the team.
According to the Source racer.com