Sauber Motorsport has revealed its identity for the 2024 and 2025 F1 seasons as it has adopted the name of ‘Stake F1 Team’.
After Alfa Romeo left F1 at the end of 2023 season, the name Sauber is seemingly making its official return on the results sheet in 2024. In-line with it, the Swiss outfit released its name when the FIA revealed the provisional entry list for the new season ahead.
The new name was stated to be ‘Stake F1 Kick Sauber’, where they noted the chassis name to be Kick Sauber C44. They enhanced the deal with Stake and Kick, giving its naming rights as well, but it wasn’t clear if this will be its final name.
The team teased revealing a new name along with its new identity on January 1 of 2024. And in-line with that, Sauber revealed its identity as ‘Stake F1 Team’ for 2024 and 2025 seasons, before the official arrival of Audi from 2026 onward.
They are not using the ‘Sauber’ name in its official team name, as well as ‘Kick’ which they initially announced. The social channels has already changed to the new name, with the website to be launched soon along with the 2024 car in February.
The idea is to break the conventional mode of sponsorship done in F1, with the idea of supreme engagement with the fans. It remains to be seen how they undertake it as the season progresses. “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,” said Alessandro Alunni Bravi.
“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.”
Meanwhile, Edward Craven, Co-Founder of Stake, stated: “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!”
And finally, Akhil Sarin, Chief Marketing Officer of Stake, added: “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.”
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