On New Year's Eve, Sauber Motorsport have confirmed that their Formula 1 entry will be referred to as Stake F1 Team in 2024 and 2025 before being replaced by Audi for the 2026 F1 season.
Sauber had previously been known as Alfa Romeo between 2019-2023. However, the title sponsor Alfa Romeo had decided to leave the sport at the end of 2023, prompting the Hinwil-based outfit to search for a new identity. With Audi having already acquired a minority stake in the company, as preparations continue for the German manufacturer’s planned Formula 1 entry in 2026, it was expected that the new name will incorporate the Audi brand.
However, the Ingolstadt-based manufacturer decided not to use the Audi name before making their final entry in 2026. When the FIA published the entry list for the 2024 F1 season, the Sauber entry appeared as 'Stake F1 Team Kick Sauber'.
However, this won't be the name they use on a frequent basis as Sauber has formally announced that it will be known as Stake F1 Team for the 2024 and 2025 Formula 1 seasons.
Commenting on the announcement, Team Representative Alessandro Alunni Bravi said: “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.”
Buckle up, it’s almost time 🕐💨— Stake F1 Team Kick Sauber (@stakef1team_ks) December 22, 2023
You don’t want to miss this one. 5.2.24 pic.twitter.com/JGyG7KYjZF
Valtteri Bottas and Zhou Guanyu will drive for the Swiss team in 2024, having worked together in the past two seasons. Last year, Alfa Romeo finished ninth in the F1 constructors' championship while Bottas finished 15th, and Zhou 18th, in the drivers' standings.
Founded in 2017 by a group of technology and betting industry entrepreneurs, Stake has established itself as a leading presence in the world of sports and entertainment ever since. The company also has links to Canadian rapper Drake and are the shirt sponsors of Everton Football Club in England's Premier League.
Speaking of the team's new identity, Edward Craven, Co-Founder of Stake added: “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 commented: “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.”