Sauber’s New Identity and UK Launch

sauber f1 rebranding 2024

Sauber Motorsports is on the brink of a major rebranding, set to reveal a new team name and launch its 2024 car in the UK. As the Alfa Romeo title sponsorship concludes, the Swiss team is gearing up for a fresh start and a partnership with Audi in 2026.

What’s next

  • Sauber will announce its new team name on December 10th, coinciding with the FIA’s publication of the entry list.
  • The 2024 car launch will break tradition by taking place in the UK, signaling a fresh marketing approach.
  • Audi’s future involvement is poised to revitalize Sauber’s competitive edge in Formula 1.
  • Team representative Alessandro Alunni Bravi hints at a “surprise” new moniker and emphasizes the importance of team development and managing expectations.

Go deeper
As the Formula 1 landscape evolves, Sauber Motorsports is shedding its skin, leaving behind the Alfa Romeo branding that has been synonymous with the team. This Sunday, the world will get a glimpse of Sauber’s future, not just in name but in spirit and strategy. The decision to unveil the new identity in the UK is a nod to the global nature of F1 and the importance of strategic partnerships in the sport.

The build-up to the announcement has been shrouded in mystery, with Bravi teasing a “surprise” that is sure to captivate F1 enthusiasts and media alike. This rebranding is more than cosmetic; it’s a signal of Sauber’s commitment to reinventing itself as a formidable player on the grid.

The anticipation of Audi’s involvement from 2026 adds an extra layer of excitement. Audi’s reputation for precision engineering and innovation could be the catalyst Sauber needs to climb the ranks. But for now, the focus is on the immediate future—the 2024 season—and the team is hard at work preparing for the challenges ahead.

Bravi’s comments reflect a keen awareness of the challenges that come with transformation. It’s not just about the size of the team or the depth of their pockets, but about attracting the right talent and perfecting processes. As the great Sir Jackie Stewart said, people are crucial, and Sauber is on a quest to find the best.

The team’s journey is a delicate balance between ambition and realism. Time is the one commodity they can’t buy, and managing expectations while striving for excellence is the tightrope they walk. As the countdown to the new season begins, all eyes will be on Sauber to see if they can turn a new page and race towards a brighter, more competitive future.