Sauber’s transformation into the ‘Stake F1 Team’ for the 2024 Formula 1 season is currently under investigation by the Swiss Federal Casino Commission, as reported by local sources. According to Swiss broadcaster SRF News, the Federal Casino Commission has initiated proceedings against Sauber due to regulations against unlicensed gambling operations. Stake, the sole title partner of the Sauber team and prominently featured in the branding of the recently unveiled C44, is a crypto casino operator that lacks a license in Switzerland, making it subject to an advertising ban. Legal expert Patrick Krauskopf explained that while sponsoring would be permitted, the strong association between the brands Stake and Sauber may have crossed the line into unauthorized advertising.
In addition to the investigation into the legality of the Stake/Sauber partnership, the team will also encounter challenges with its branding throughout the F1 season. According to Team Representative Alessandro Alunni Bravi, the Stake F1 Team will not be the official name used by the squad at every race this season due to gambling restrictions in various regions. The Stake/Sauber partnership was solidified during the unveiling of the C44 challenger on Monday. However, at certain venues, the team will replace Stake branding with that of its streaming subsidiary Kick due to limitations on gambling-related sponsorships. The car sported a special Kick-themed livery during the Belgian Grand Prix, and the streaming platform was also featured on the C43 in Spain, Qatar, and Australia.
The Hinwil-based team will operate under the name Stake for the next two seasons before the Audi takeover in 2026. However, Alunni Bravi confirms that temporary name changes will be mandated at specific rounds due to gambling restrictions. He stated, “As you know, last year we alternated two different names according to the different countries where we go racing. We will be fully complying with all the local applicable laws, and where Stake is prohibited and gambling advertising is prohibited, we will use a different name. As last year, we have Kick as one of our most important partners – our chassis name is a Kick Sauber – so where we are not going to race as Stake F1 Team, we will use a second team name.”
The official designation for the C44 chassis is the Kick Sauber C44, suggesting that the team may rebrand itself as the ‘Kick F1 Team’ when necessary.
Sauber is entering a new era in 2024 following the conclusion of its six-year partnership with Alfa Romeo in 2023. Alunni Bravi has spoken highly of Stake, who played a key role in the unveiling of the neon green and carbon liveried C44 in London on Monday.
“This year, we have a more straightforward situation: we have a fresh and distinct identity,” he stated.
“We are commencing with an event that I believe exemplifies our new team motto, ‘unleashed.’ This motto signifies how we intend to communicate and how we hope to be perceived.
“Of course, this also necessitates producing results on the track. We are all collaborating to improve our performance and deliver a better job.
“An F1 team is not solely a racing team. It is a vast operation that requires attention in all areas, both on and off the track, technically and commercially.
“With Stake’s involvement, I am confident that we will achieve significant objectives that will enhance F1 as a whole.”
