The Alfa Romeo brand is set to leave Formula One, as it has been announced that the Sauber F1 team will be rebranded as “Stake F1 Team Kick Sauber” from the 2024 season onwards.
The Sauber team are set to compete under this name until their Audi rebrand, which is scheduled for 2026.
Stake joined the team in 2023 as a Co-Title Partner. Now, it is the sole Title Partner of the team.
Sauber have also announced that Australian streaming platform Kick.com has acquired the naming rights to their chassis for the 2024 and 2025 seasons. The Sauber chassis, therefore, will be known as the “KICK Sauber C44”.
Speaking about the rebrand, Alessandro Alunni Bravi, Team Representative, Sauber Motorsport, commented:
“Sauber has always been about innovation, breaking the mould and defying convention. The partnership with Kick.com is the latest and boldest display of the philosophy that drives us. Kick.com is redefining the way live streaming is done and they will adopt the same disruptive approach in the world of Formula One. With Kick.com, our goal is to make the next step in finding new and innovative ways to get closer to our fans.“
Bijan Tehrani, Co-Founder, Kick.com, added:
“Kick.com has seen tremendous growth since its inception and is continuing to make waves in the streaming industry. KICK’s content is fast-paced and engaging, like what we witness every Grand Prix weekend. Just like this partnership, KICK was essentially destined for the racetrack. We are thrilled to take our collaboration to an unparalleled magnitude, backed by our knowledge of the motorsport culture, and our passion for cutting-edge technology. Exceptionally, this universally popular sport, aligns perfectly with our product and what we are building at Kick.com.“
Akhil Sarin, Chief Marketing Officer, Kick.com, said:
“We are thrilled to reveal the disruptive collaboration between two innovative brands. With the elevation of KICK’s association with the team from Major Partner to Chassis Naming Rights Partner, this partnership is set to redefine the boundaries of fan engagement, delivering an unprecedented experience for motorsport enthusiasts worldwide. Get ready to embark on an exhilarating journey with Kick.com, where passion meets performance in the fast lane of digital entertainment.“
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