In recent seasons, people have known Sauber as Alfa Romeo, but the car company’s departure necessitated a new title sponsor. The team announced the official name as Stake F1 Team Kick Sauber in December. The Swiss team stated they would name the chassis Kick Sauber, but today, Sauber announced that the abbreviated name would be Stake F1 Team for 2024 and 2025. This change signifies a significant shift in the team’s branding and sponsorship strategy as they advance into the new seasons.
Formula 1 broadcasts will prominently feature the abbreviated name through on-screen graphics, and it will appear on the timing sheets during official sessions as the team name. Stake, an Australian company with the same owners as Kick, operates as one of the largest betting platforms globally, with a strong presence in online casinos. This year, Stake has already ceded several of its sponsorship spots on the car to Kick.com, established only in 2022, to mark a strategic partnership and branding effort in the fast-paced world of Formula 1.
In 2023, Stake became a sponsor of Sauber and will assume a more prominent role from this season onward. The entertainment company will serve as the title sponsor for Valtteri Bottas and Guanyu Zhou’s team for two years, until Audi takes ownership in 2026. Stake F1 Team is particularly setting its sights on the post-2026 period, following the introduction of new regulations, where Audi will not only construct the chassis but also supply the power unit, marking a significant era of transformation and ambition for the team.
Everyone in Formula 1 benefits from Stake,
begins a statement on the brand’s increasing involvement in the sport. “Last season marked the beginning of Stake’s journey in Formula 1, and this new role as a title sponsor represents a natural and thrilling progression,” commented team representative Alessandro Alunni Bravi. He elaborated that Stake has not only successfully leveraged Formula 1’s growing fan base to bolster its own community but has also introduced an entirely new audience to the sport. “This has benefited not just our team but everyone involved in Formula 1. 2024 heralds a new chapter in our story, presenting an opportunity for greater performance and achievements. We look forward to an even more exciting season ahead,” Bravi concluded, reflecting the team’s optimism and anticipation for the future.
Edward Craven, co-founder of Stake, expressed his excitement about the development and stated, “We feel thrilled to have the chance to give our Formula 1 team an exciting and brand-new identity, launching the F1 season with a bold team name: Stake F1 Team. Our deep passion for speed, innovation, and pushing boundaries ideally positions us to drive the team to unprecedented heights in 2024 and beyond. The coming years will bring thrills, with a series of astounding initiatives set to redefine excitement both on and off the track. Brace yourself and stay tuned, as Stake F1 Team accelerates towards an incredible future.” Craven outlined this vision with a focus on ambition and exhilarating prospects for the team.
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