There is now an official designation for Sauber in the post-Alfa Romeo era in Formula 1. In 2024 and 2025, before the arrival of Audi, it will be designated as Stake F1 Team, thanks to the main sponsor Stake – a technological and betting industry group. The official presentation is scheduled for February 5th.
The brand is already present in various sports, including football and UFC, and last year it already integrated the name of Sauber in F1. Now, it has exclusive naming rights for the 2024 and 2025 seasons, reinforcing its involvement. In addition, it will have a fan-centered approach.
The team representative, Alessandro Alunni Bravi, stated: ‘The last season represented the beginning of Stake’s journey in Formula 1 and the new role of the brand leading the Stake F1 Team represents the next natural and exciting step on this path. Stake not only successfully entered the growing fan base of Formula 1 to improve 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 the Stake ambassadors, such as the Argentine football legend Sergio Aguëro and the Indian-Canadian rapper Karan Aujla. The year 2024 will be a new page and the chance to do more, better, and go even further: we are looking forward to an even more exciting calendar of events in this new season’.
On Stake’s part, co-founder Edward Craven commented: ‘We are excited to bring a new and electrifying identity to our Formula 1 team, starting the F1 season with a bold team name, Stake F1 Team. Fueled by a deep passion for speed, innovation, and pushing boundaries, we are now ideally positioned to take the team to unprecedented heights from 2024 onwards. The coming years will be exciting with some amazing activations planned that will redefine the excitement on and off the track. So, get ready and stay tuned as Stake F1 Team accelerates towards an exciting future!’.
Meanwhile, the company’s marketing director, Akhil Sarin, explained this reinforcement of Stake’s bet on F1: ‘Last season was a testament to the marketing and media value that Stake brought to the F1 team, especially in the digital landscape. The first phase of this partnership was successful in increasing global brand awareness for all involved. At Stake, we are prepared to take the team’s reach, fan base, and visibility to unprecedented levels. Our strategy will focus on delivering unforgettable experiences that highlight our firm commitment and dedication to innovation, entertainment, and global connectivity’.
