Sauber, a Formula 1 team, has embarked on a new journey with Stake, marking a shift in the Formula 1 space, as highlighted in an announcement on Jan 1. This partnership marks a fresh era for the Swiss racing team, formerly known as Alfa Romeo. The two-year title deal with the crypto casino and sports betting platform Stake starts in 2024, paving the way for Sauber’s transformation into Audi’s factory team in 2026.
Sauber has consistently showcased innovation and agility with the alliance with Stake, a brand known for its dynamic presence in the betting and entertainment industry, reflecting this ethos. The team, featuring accomplished drivers Valtteri Bottas and Zhou Guanyu, will now compete as Stake F1 Team Kick Sauber. This transition represents a strategic move in the evolving landscape of Formula 1 sponsorships.
Moreover, the partnership with Stake is more than just a branding exercise. It symbolizes the growing influence of blockchain and cryptocurrency in the sports world. Formula 1 has increasingly become a hotspot for such sponsorships. Significant players like Tezos, OKX, and Binance have already made their mark in this arena. However, the fluctuating nature of the crypto market, highlighted by Stake’s September $41 million loss due to a hacking incident, adds a layer of intrigue to this partnership.
Additionally, this deal extends Stake’s footprint in the sports industry. Their existing sponsorships include Premier League side Everton and a notable endorsement deal with Canadian rapper Drake. This diverse portfolio underlines Stake’s ambition to be a prominent player in global sports marketing.
Consequently, the upcoming seasons promise to be thrilling for Sauber and its fans. The launch of their new car, the Sauber C44, in London next month adds to the excitement. With an unchanged driver lineup and a new title partner, Sauber is poised for success in this new chapter of their storied Formula 1 journey.
