AlphaTauri has hired Lars Steglmann as its commercial head in a newly-created position amid news of the F1 team’s sale.

Stegelmann has taken over the newly-created position of Head of Commercial at AlphaTauri where he is responsible for the Global Partnership Acquisition. He comes off from various roles which includes stint with DTM and also Formula E.

Not that, he has also worked for media houses and also other sporting events like FIFA and UEFA. The news of Stegelmann’s hiring comes at a time when there is speculation floating about the potential sale of AlphaTauri by the new management of Red Bull.

It is largely due to rising costs and the team’s low results in the last couple of F1 seasons. The team has even started 2023 slowly. So much so that Franz Tost has come out with his own statement of having less trust on his engineers.

Tost notes that his engineers told him about a better show at the onset of the 2023 F1 season but it isn’t the case as they are now banking on updates. “Interest in Formula 1 has developed extremely well,” said AlphaTauri team principal.

“With the support of Lars, we also want to develop our commercial activities. He has an exciting mix of strategic know-how, international sales experience and a great understanding of the advertising industry.”

At the same time, Stegelmann added: “Formula 1 is booming and is offering companies excellent activation and communication opportunities, premium hospitality and awareness on a global scale like no other sport series. The various stakeholders, especially the advertisers and agencies, have been my clients for many years.

“The positioning of Scuderia AlphaTauri fits perfectly into the current times and offers a first-class platform for companies that want to appear modern, young and dynamic, digital, design and technology-oriented. I look forward to making my contribution to further global development.”

Here’s Yuki Tsunoda being frustrated

Here’s Franz Tost being blunt about situation