Sauber confirms Stake rebrand for 2024 and 2025

Online casino acquires exclusive naming rights for two seasons ahead of Audi entry in 2026.
  • Audi will own 75% of the team by 2026
  • Stake signed ‘AU$140m’ title sponsorship with Sauber last season

Sauber Motorsport has confirmed online casino Stake will take over exclusive naming rights for the 2024 and 2025 Formula One seasons.

At the end of last season, Alfa Romeo ceased its title sponsorship of the team after five years following Audi’s decision to purchase 25 per cent of the Swiss outfit.

With the German manufacturer unwilling to commit its name to the team until it has purchased 75 per cent of shares by 2026, Sauber will expand its current partnership with Stake.

The betting brand signed a three-year title sponsorship reportedly worth AU$140 million with Sauber before the start of the 2023 season, but Stake will likely have invested more in the team to gain exclusive naming rights.

“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,” said Alessandro Alunni Bravi, team representative of Stake F1 Team.

“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.”  

Before Christmas, the 2024 Formula One entry list, published by the International Automobile Federation (FIA), revealed that the team would be known as ‘Stake F1 Team Kick Sauber’.

Streaming platform Kick, backed by Stake, has acquired the naming rights to Sauber’s chassis for the next two seasons.

Despite this initial reveal in the FIA entry list proving to be accurate, the team name was only confirmed on 1st January 2024, following numerous cryptic social media posts from the team.


BlackBook says…

It is no surprise to see Sauber look to maximise revenue in the two years leading up to the official entry of auto giant Audi.

While nostalgic fans will have hoped for the return of the Sauber name for the first time since the 2018 season, Stake is targeting maximum visibility across both its online casino and Kick, its streaming platform.

Despite this increased investment, Stake may not receive full visibility at all races next season.

Last season, the then-Alfa Romeo Formula One team were unable to carry Stake branding at four races – Australia, Spain, Belgium and Qatar – due to domestic laws around gambling. 

At these races, its Kick subsidiary replaced Stake. It is unclear whether the same rules will apply to a ratified FIA entry, but the team will likely happen upon complications at these four races at the very least.

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