AlphaTauri joins the Red & White family
The premium fashion brand created by Red Bull will provide official attire for our men’s and women’s first teams, as well as Atleti B, further strengthening the existing collaboration with the Austrian company.
AlphaTauri and Atlético de Madrid have signed an agreement under which Red Bull’s premium fashion brand becomes a new sponsor of the club. This collabortaion is a natural evolution of the relationship the club already enjoys with the Austrian group – one of the most influential names in modern sport and lifestyle – and aims to fuse sport, innovation, and style. As part of the agreement, AlphaTauri will dress our men’s and women’s first teams and Atleti B.
Red Bull became a club sponsor earlier this year in a deal running until June 2027, and this new partnership further reinforces the connection between both parties – now also expressed through design, textile technology, and visual identity.
Karl-Heinz Lauterbach, CEO of AlphaTauri, commented: “As a brand, we don’t follow trends. We design for longevity, clarity and function. Atlético de Madrid represents these same values in sport. Together, we’re setting a new standard.”
Atlético de Madrid’s Chief Revenue and Operating Officer, Óscar Mayo, added: “We’re delighted to strengthen our relationship with Red Bull and to explore new avenues with them, this time through their fashion brand, AlphaTauri, which will kit out our first teams and our men’s B team. It shows that when a partner shares your spirit and ambition, barriers disappear and new opportunities for collaboration multiply.”
