- January 4, 2024
- Posted by: [email protected]
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Stake, a crypto betting and casino platform, has made a groundbreaking move into Formula One by acquiring the naming rights for Sauber’s Formula 1 car for the upcoming 2024 and 2025 seasons. This strategic partnership comes after Sauber’s rebranding, following the departure of the Stellantis-owned Alfa Romeo brand, which chose not to extend its sponsorship beyond 2023.
The Sauber team, now officially known as the “Stake F1 Team Kick Sauber,” will feature a car named “Kick Sauber C44.” The unveiling of the 2024 season is scheduled for a grand event in London in February 2024. This naming rights agreement marks a significant shift for Sauber, and it reflects Stake’s ambition to establish a strong presence in the highly competitive world of Formula One.
Canadian rapper Drake, who also serves as Stake’s brand ambassador, took part in promotional activities on Instagram on New Year’s Day to generate excitement for the launch of the Stake F1 Team. Stake, renowned for its sponsorship of Premier League side Everton, is no stranger to high-profile endorsements, as demonstrated by its association with Drake.
The driver lineup for the Stake F1 Team remains unchanged, with former Mercedes driver Valtteri Bottas and former F2 star Zhou Guanyu continuing to represent the team on the track.
In recent years, Formula 1 has witnessed an influx of cryptocurrency exchanges and businesses leveraging the sport’s global fan base through advertising and sponsorship deals. Notable examples include OKX’s partnership with McLaren and Crypto.com’s sponsorship of various teams, including the Aston Martin Aramco Cognizant F1 team.
Stake’s journey in Formula One began with initial sponsorship deals in 2023, featuring its logos on the C43 car at selected events. The evolution of this partnership now sees Stake as the headline partner, emphasizing its commitment to the high-profile world of Formula One.
Stake is also affiliated with the team’s live-streaming platform, Kick.com, in addition to being the headline partner. Kick.com’s logos were displayed on the C43 car in 2023, and for the 2024 season, the partnership takes a step further with Kick.com acquiring the naming rights for Sauber’s next F1 car, which will be known as the “Kick Sauber C44.”
Alessandro Alunni Bravi, a representative of the team, expressed enthusiasm about Stake’s evolution in Formula One, highlighting the partnership as a natural progression for the brand and aligning it with the high-profile world of Formula One. Sauber’s ninth-place finish in the Constructors’ Championship in the previous season, combined with the collaboration with Stake, underscores their joint efforts to enhance fan engagement and explore innovative avenues in the motorsports realm.
