Well, sports fans, it’s another twist in the high-speed world of Formula 1. Adidas, known for its classic sneakers and three-stripes merch, is rumored to be zipping past Hugo Boss to take pole position as the new title sponsor for AlphaTauri’s 2024 season. This isn’t just your typical pit lane drama, folks. We had Hugo Boss revving up to be the star sponsor, and then, out of the pit, comes Adidas! The official word from the sneaker giant is yet to drop, but the tire marks are pretty evident.

Red Bull, the energy drink that promises to give you wings (although we wouldn’t recommend trying to fly in an F1 car, but seems like that’s what Max Verstappen has been doing all season, without worry), has spilled the beans on a name change for AlphaTauri in 2024. So, without playing Sherlock, one can deduce a new sponsorship deal is in the works.

Taking a slight detour from the main race, let’s dive into what David Dicker of Rodin Cars had to share. Apparently, the New Zealand brand wanted to join the F1 bandwagon by buying AlphaTauri. But here’s the kicker: “The price is not commercially sustainable,” as Dicker told Racer.

He added, “You have to look at this sort of thing in commercial terms and the F1 guys are savvy from a motorsports point of view, but I’m not sure they’re as savvy from a business side. I would buy a team if I thought there was a viable path. But paying $800-900 million for Alpha Tauri cannot be considered commercially viable.”

Read More: Sergio Perez’s RB Seat Still Under Threat Despite Daniel Ricciardo Signing AlphaTauri Extension

He said he’s “looking into other lanes” but the regret of missing out on something else equally valuable isn’t leaving Dicker alone.

The Williams “What If” for David Dicker

Just a trip down memory lane here: Williams, a celebrated name in the F1 circuit, was sold for a mere $152 million in the midst of the pandemic (August 2020). Today, the team is valued at a staggering $720 million, according to Forbes. Talk about missed opportunities!

And for a slice of the regret pie, Dicker dished out that he had a missed chance with Williams back in 2020, saying, “I made a mistake when the Williams was for sale because I could have bought it quite easily. In hindsight, it was a mistake.” But wait, there’s more! Dicker also spilled some beans on his interactions about potentially purchasing Williams, Sauber, and Haas. With F1 team price tags shooting to the moon, Dicker’s reflections resonate as: “I probably did everything wrong.”

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David Dicker’s take on the F1 world gives us all a bit of perspective. It’s not just about the roaring engines and the swift turns; there’s some hardcore business wheeling and dealing happening behind the scenes. And while the world sees the glitz and glamour, for some, it’s about finding that commercially viable sweet spot.

So, next time you see Max Verstappen burning rubber on the track, just remember there’s a whole other race happening off the track! Until next time, keep those engines revved and wallets ready!

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