Sauber has revealed the new name of its Formula One team, who will be known as “Stake F1 Team” from hereon.
Stake is to serve as the Exclusive Title Partner of the team for the 2024 and 2025 FIA Formula One World Championships.
Sauber competed in Formula One over the last years under the Alfa Romeo brand. Now, it has signed signed a two-year title agreement with entertainment, lifestyle and betting firm Stake, which officially comes into effect this year.
The team are already set for another rebrand, when Audi comes in in 2026.
Live-streaming platform Kick.com, which had acquired the chassis-naming rights for the team, will also have Title Rights in races where gambling sponsorship is restricted. For those racers, the outfit will be known as “KICK F1 Team”.
Stake F1 have also announced that they will unveil their challenger for the upcoming season, the C44, on February 5 in London.
Alessandro Alunni Bravi, Team Representative, Stake F1 Team, commented:
“Last season represented the start of Stake’s journey in Formula One, and the brand’s new role headlining Stake F1 Team represents the natural and exciting next step on this path. Stake not only successfully tapped into Formula One’s growing fan base to enhance its own community; but also introduced a completely new audience to the sport, something that benefitted not only our team but also everyone else in F1. We had the opportunity to participate in some incredible activations with some of Stake’s ambassadors, including Argentine football legend, Sergio Aguero and Indian-Canadian rapper Karan Aujla. 2024 will be a new page and the chance to do more, better, and reach even farther: we are looking forward to an even more exciting calendar of events in this new season.“
Edward Craven, Co-Founder, Stake, said:
“We are thrilled with the opportunity to bring an electrifying and brand-new identity into our Formula One team, kickstarting the F1 season with a bold team name, Stake F1 Team. Fuelled by deep passion for speed, innovation, and pushing boundaries, we are now ideally positioned to take the team to unprecedented heights from 2024 and beyond. The upcoming years will be a thrilling ride with some mind-blowing activations planned that will redefine excitement on and off the track. So, brace yourselves and stay tuned, as Stake F1 Team accelerates towards an exciting future!“
Akhil Sarin, Chief Marketing Officer of Stake, added:
“The past season has been a testament to the marketing and media value that Stake has brought to the F1 team, especially within the digital landscape. The first phase of this partnership has succeeded in increasing global brand awareness for all stakeholders. At Stake, we are prepared to take the team’s reach, fanbase and visibility to unprecedented levels. Our strategy will be focused on delivering unforgettable experiences that highlight our unwavering commitment and dedication to innovation, entertainment, and global connectivity.“
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