Sauber, previously known as Alfa Romeo in Formula 1, has officially introduced its new identity, the Stake F1 Team, marking the beginning of its transition. Stake, a betting, entertainment, and lifestyle brand, initially joined the team as a title sponsor in 2023 and has now evolved into the team’s official name for two years before it transforms into Audi.
image sources ( Sauberf1.com)
The team is set to unveil its 2024 F1 car in London on February 5, as part of its association with Stake. Audi’s gradual takeover involves acquiring a minority stake, intending to increase ownership to 50% and eventually 75% over the next year.
While Audi prepares for its 2026 entry as a manufacturer, Sauber, with its existing Ferrari engine deal until 2025, has secured naming rights deals for the intervening period. Previously known as Alfa Romeo, the team is making a conscious shift away from its Sauber heritage to embrace Stake as its new prominent identity.
The rebranding signifies a departure from tradition, aiming to redefine sports and entertainment sponsorship, as per the announcement. Stake’s co-founder, Edward Craven, expressed enthusiasm for the future, promising thrilling activations on and off the track to elevate Stake F1 Team’s performance.
These naming rights agreements are crucial for Stake’s interim seasons, supporting their preparation for the impending Audi transformation. As Audi’s full control of the team awaits, such deals are pivotal to fund enhancements in facilities, personnel, and car development within the team’s current limitations.
What Does the Rebrand Mean for Sauber?
The rebrand to Stake F1 Team is more than a cosmetic change — it represents a significant shift in Sauber’s commercial strategy. Stake, operated by Sportsbet.io’s parent Coingaming Group, has become an increasingly prominent sports sponsor globally. This naming rights deal is one of the largest in Sauber’s recent history and provides crucial financial backing as the team prepares for its transformation into the Audi factory team from 2026 onwards. The Swiss-based team will now have greater resources to invest in infrastructure, personnel, and car development during this important transition period.
The Road to Audi in 2026
Perhaps the biggest storyline surrounding Sauber is the upcoming arrival of Audi as a full factory team partner in 2026. The German automotive giant announced their F1 entry as part of the new engine regulations cycle, with Sauber’s Hinwil base in Switzerland serving as the technical home for the project. The team is investing heavily in infrastructure, hiring key personnel, and gradually building toward becoming a genuine championship contender under the Audi banner. Senior management has been clear that patience will be required, but the long-term vision is an exciting one for fans of both the team and the Audi brand in motorsport.
Driver Lineup and Season Expectations
The team’s driver lineup was closely watched as they navigated this transition year. Historically, Sauber has served as a proving ground for talented young drivers, and moments of genuine pace have always been present even when points-scoring has been inconsistent. Fans and analysts were monitoring whether the new commercial energy would translate into improved on-track performance, or whether results would have to wait until the full Audi era began. Either way, this rebranding marked an exciting new chapter for one of Formula 1’s most storied independent constructors.