Alfa Romeo emerged back onto the Formula 1 scene in 2018 after staying away from the sport for more than 30 years. Fast forward to the midseason in 2022, and the bombshell dropped—Alfa Romeo declared, ahead of the 2022 Belgian Grand Prix, the end of its title sponsorship with Sauber after the end of the 2023 season. But what led to this unexpected departure after just six years of steering the Sauber ship?

Alfa Romeo’s 2021 multi-year extension as the title sponsor looked like a positive sign, with promising results in performance, marketing, and positive collaboration with the Swiss team. However, Alfa Romeo justified its departure, pointing to an economic and industrial turnaround slated for 2022, forcing a recalibration of its brand positioning.

Did Haas and Audi play a part in Alfa Romeo’s exit from F1?

The decision to part ways with Sauber was rooted in Alfa Romeo’s commitment to evaluating opportunities that align with the long-term strategy and positioning of the brand. Giving justification for the split with Sauber, the team explained as per Formula1.com, “Since the economic and industrial turnaround of the brand will be achieved in 2022, Alfa Romeo will now evaluate among the many opportunities on the table, and decide which will be the best one to sustain the long term strategy.”

Interestingly, Alfa Romeo expressed a keen desire to remain in Formula 1 despite severing ties with Sauber. Speculations surfaced around a potential sponsorship deal between Alfa Romeo and Haas for the upcoming season. While whispers circulated during the Monaco Grand Prix, the absence of an official announcement after the Abu Dhabi Grand Prix left the F1 community in suspense. However, there was a roadblock in negotiations between Alfa Romeo and Haas. The evolving financial landscape of Formula 1, marked by increased viewership and prosperous teams fueled by the cost cap era, posed challenges in negotiations.

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Another layer to Alfa Romeo’s split with Sauber was the looming presence of Audi. The Italian brand recognized that it couldn’t continue as Sauber’s main sponsor beyond 2023. The Swiss-based team, undergoing a transitional phase, is set for a partial takeover by Audi in 2026. During the intervening years, Audi will gradually assume control, making it undesirable for another car brand to be the main sponsor.

Sponsorship Trouble Forces Alfa Romeo to Play the Sneaky Game in 2023 F1 Season

Amid all the talks about sponsorships, one question that remains unanswered is the future of Sauber until Audi takes over in 2026.

Sauber updates on the branding situation for 2024

After a dismal season for Valtteri Bottas and Zhou Guanyu, Sauber is bracing for a significant branding shift in 2024 as Alfa Romeo departs. However, contrary to expectations, Audi will not find a place on the rebranded Sauber car for 2024. The team confirmed that Audi’s public presence on its cars will only materialize in 2026, coinciding with the German manufacturer’s official entry as the works team.

Alessandro Alunni Bravi, team representative from Sauber, explained the commercial significance of a grand entrance in 2026, aligning with Audi’s complete involvement with the team. “Commercially speaking, it is important to have a big bang in 2026, not to dilute the Audi involvement with the team. So, we will continue as Sauber, based on the heritage of the group,” Bravi explained as per Sports Illustrated.

Alunni Bravi affirmed that the team had already planned the next steps. “Of course, we signed that title partner already at the beginning of 2022 for the next two seasons. The FIA will publish the entry list of 2024 around the 10th of December, and we will also communicate at that time – not before – [what] will be the team name for the next two seasons and the title partners for our team,” Bravi explained.

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There were brief yet a few shining moments for the Swiss team with Alfa Romeo as their title sponsor. What are your predictions for Sauber in 2024? Let us know your thoughts in the comments below.