F1 News: Sauber Confirms New Identity For 2024 And 2025

Sauber has confirmed that it will be called the Stake F1 team before Audi takes over in 2026.

Sauber has confirmed its new identity for 2024 as it unveils the Stake F1 Team is set to revolutionise the Formula One landscape as it debuts in the 2024 season.

Key Takeaways:

• Debut of Stake F1 Team: Stake, a global leader in betting and entertainment, becomes the exclusive Title Partner of Sauber for the 2024 and 2025 F1 seasons.
• Innovative Marketing Strategy: The Stake F1 Team embodies a novel approach, challenging traditional sports marketing. Their focus is on creating engaging experiences that blend sports and entertainment, aiming to attract a broader audience to F1.
• Strong Partnership Background: Stake has been a prominent figure in sports and entertainment since 2017, collaborating with icons like Drake and Everton Football Club. The brand’s involvement in F1 since 2023 has already led to unique activations, aiming to elevate fan experiences further in the coming seasons.

Sauber Press Image

Stake, renowned for its innovative and fan-focused approach in the betting, entertainment, and lifestyle domain, is set to replace Alfa Romeo on the F1 grid.

Alessandro Alunni Bravi, Team Representative, highlighted the synergy between Stake and the sport. He explained in the press release from the team:

“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.

"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.”

Edward Craven, Co-Founder of Stake, also shared his excitement:

“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 of Stake, reflected on the past success and future aspirations:

“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."