Sauber Rebrands as Stake F1 Team
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.
