Red Bull’s Formula 1 sister team, once known as Torro Rosso and more recently AlphaTauri, has been rebranded for the upcoming season as Visa Cash App RB, a mouthful formed from its financial supporters: Visa and the Cash App mobile payment platform.
F1 has a well-earned reputation as a multi-billion commercial colossus with a bit of motor racing to distract, but its global reach — given rocket boosters by the Netflix series Drive to Survive — continues to attract big name sponsors, despite the on-track action becoming so predictable and processional.
Tudor is the latest brand to join the jamboree as an official supporter of Visa Cash App RB.
The brand joins its stablemate Rolex in the paddock, which is a Global Partner and the Official Timepiece of Formula 1.
Visa Cash App RB’s car will be revealed at an event in Las Vegas on Thursday, and Tudor will be on the bodywork, drivers’ race suits and anything else that can carry a logo.
“Tudor has always been fuelled by a daring spirit, a consistent will to do things differently,” says CEO Eric Pirson. “And this spirit — we call it Born to Dare — is exactly what Visa Cash App RB is demonstrating heading into the 2024 F1 season. We’re beyond thrilled to return to motorsport with a partner that’s ready to take on the challenge,” he adds.
Tudor has high hopes for Visa Cash App RB this season. “Slapping the Tudor name on a winning car is easy. But choosing the right team to support is another story. It means supporting the team that shows promise and shares a daring ethos and a fighting spirit,” the watchmaker says.
Having a daring ethos, showing promise and a fighting spirit feels like expectation management, and the reality is that Visa Cash App RB is expected to be competing for points rather than podiums.
The team’s drivers, Daniel Ricciardo at 100/1 to win the 2024 title, and Yuki Tsunoda at 250/1 in pre-season betting odds, are not expected to trouble the front runners.