F1 News: Sauber Confirms New Identity For 2024 After Alfa Romeo Exit
Sauber has officially announced its new team identity for the 2024 Formula One season, marking a significant change following the end of their partnership with Alfa Romeo. The team revealed to social media that it has agreed a partnership with Australian streaming platform Kick.com for 2024 and 2025. Motorsport.com has confirmed the team name will be Stake F1 Team Kick Sauber, with the chassis name as KICK Sauber.
Key Takeaways:
- Sauber has revealed a new title partnership for 2024 and 2025 with Australian streaming service Kick.com, following the conclusion of their title sponsorship with Alfa Romeo and in line with the FIA entry list publication.
- The team is undergoing a transformation, led by group CEO Andreas Seidl, in preparation for their future collaboration with Audi, set to commence in 2026.
- Despite finishing ninth in the 2023 season, Sauber is committed to substantial improvements to compete in the top five, as acknowledged by team representative Alessandro Alunni Bravi.
Sauber Press Image
After the end of their association with Alfa Romeo, Sauber is poised to take on a new identity, reported to be Stake F1 Team Kick Sauber. This shift represents a pivotal moment in the team's history, as they prepare for a significant rebranding.
In the press release from the team, Alunni Bravi said:
“Sauber has always been about innovation, breaking the mould and defying convention. The partnership with Kick.com is the latest and boldest display of the philosophy that drives us. Kick.com is redefining the way live streaming is done and they will adopt the same disruptive approach in the world of Formula One. With Kick.com, our goal is to make the next step in finding new and innovative ways to get closer to our fans.”
Bijan Tehrani, Co-Founder at Kick.com, also commented:
“Kick.com has seen tremendous growth since its inception and is continuing to make waves in the streaming industry. KICK’s content is fast-paced and engaging, like what we witness every Grand Prix weekend. Just like this partnership, KICK was essentially destined for the racetrack. We are thrilled to take our collaboration to an unparalleled magnitude, backed by our knowledge of the motorsport culture, and our passion for cutting-edge technology. Exceptionally, this universally popular sport, aligns perfectly with our product and what we are building at Kick.com.”
The upcoming season is not just a transitional phase for Sauber but a critical time for laying the foundation for their future with Audi, which officially begins in 2026. Alunni Bravi emphasised the importance of this period:
"It's not a limbo period, we build our future here and now, it's not that there is a separation between the Sauber period and the Audi period. We are working since the beginning of the year with our group CEO Andreas Seidl for this transformation process."
He further added:
"The entry of Audi in Formula One as of 2026 is big news for the entire F1 community, not just important for Sauber to be chosen as a strategic partner. I think all Formula One will benefit from this."