After their partnership with Alfa Romeo ended, the Swiss-based Sauber team hinted at a new identity, initially listed as “Stake F1 Team Kick Sauber” in the FIA’s 2024 season entry list. This was later clarified not to be the official name.
Building anticipation, Sauber teased their fans with a New Year’s Day announcement on social media about their rebranding: “Just when you thought the sizzle was over, we’re about to raise the stakes even higher.”
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Stake F1 Team Set to Compete in 2024 and 2025 as Sauber’s Exclusive Title Partner Before Audi’s Collaboration
The partnership between the betting brand Stake and Sauber has been solidified for the 2024 and 2025 seasons. This agreement grants Stake exclusive naming rights for the Hinwil-based team for the upcoming two seasons.
Team representative Alessandro Alunni Bravi commented: “Last season represented the start of Stake’s journey in Formula 1 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 1’s growing fan base to enhance its own community; but also introduced a completely new audience to the sport, something that benefited 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 of Stake, further stated: “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 at Stake, remarked: “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.”
Audi is set to undertake a majority acquisition of Sauber Group in time for the 2026 regulations, with the German automaker reportedly already developing a power unit for the significant regulatory changes scheduled in Formula 1 for that season.
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