Official Announcement of VCARB Sponsor After Months of Speculation

Visa Cash App RB has officially partnered with HUGO, which will design the team’s clothing and fan merchandise, featuring prominently on racing suits and cars, marking a significant shift away from the team’s original AlphaTauri branding.


‣ Visa Cash App RB is officially partnering with HUGO, part of HUGO BOSS, for the design and development of the team’s clothing, including drivers Daniel Ricciardo and Yuki Tsunoda‘s racing suits, fan merchandise, and performance wear.

‣ HUGO’s logo will be prominently featured on the racing suits, the car, and the team clothes, marking a significant branding collaboration.

‣ Rumours had been circulating about HUGO’s collaboration with the team, previously known as AlphaTauri, with speculative names for the team including variations of “Boss.”

‣ The partnership with HUGO signifies a departure from the team’s previous association with AlphaTauri, a clothing brand, indicating a new direction in the team’s branding and sponsorships.

Oh, did you catch that glimpse during the car reveal? And those whispers floating around? Well, guess what? It’s all out in the open now! Visa Cash App RB has teamed up with HUGO, yep, that’s right, the one under the HUGO BOSS umbrella.

So, here’s the scoop. Starting this season, our racers, Daniel Ricciardo and Yuki Tsunoda, are gonna be decked out in HUGO. Not just them, though. HUGO’s taking the reins on designing the team’s gear. But wait, there’s more. This collab stretches way beyond the race track. Fan merch? Check. Performance wear? Double check. And, of course, HUGO’s branding will be all over the place – racing suits, the car, and team outfits.

### Rumours

Now, onto the juicy bits. Rumours had been swirling that HUGO and (back then) AlphaTauri were gonna hit it off. There was even this fleeting whisper about a name change to something like Boss or Boss Orange. But, nah, that didn’t pan out. With HUGO stepping in, Visa Cash App RB’s got a whole new vibe, leaving little behind that reminds us of AlphaTauri. Remember AlphaTauri? The clothing brand? Yeah, they’re pretty much out of the picture now with the team.

Albert Ramirez
Albert Ramirez
Albert Ramirez is a senior writer at With a passion for motorsports, Albert brings a unique perspective to the world of Formula One. With over five years of experience as a sports reporter, he has honed his skills in capturing the essence of the sport.

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