Stake F1 Team Adopts Kick Brand: The Sauber F1 Team, which recently underwent a rebranding to Stake F1 Team, is confronting regulatory challenges at several Grand Prix venues worldwide. The team’s association with Stake.com, a crypto casino operating out of Melbourne, Australia, and registered in Curacao, has raised concerns due to the website’s nature and the global restrictions on online casino advertisements.
Countries like Australia, Switzerland, Bahrain, China, Brazil, Saudi Arabia, UAE, Singapore, Japan, and Qatar, all hosting Formula 1 events, have strict rules against gambling promotions. This situation poses a significant challenge for the team’s branding and sponsorship activities during races.
Sauber’s Ingenious Solution: Stake F1 Team Adopts Kick Brand
To address these restrictions, Sauber devised an innovative solution. In 2023, the team adopted the name ‘Kick’ at certain races, leveraging its association with the streaming platform Kick, which is linked to Stake.com. This approach enabled Sauber to comply with local regulations without losing its sponsorship benefits.
In the upcoming 2024 and 2025 seasons, the team plans to further utilize the ‘Kick F1 Team’ brand at specific Grand Prix locations where advertising bans are in effect.
The Financial Incentive Behind Stake.com Sponsorship
Sauber’s collaboration with Stake.com, reported to be a lucrative $100 million deal spanning three years, is a significant factor in their branding strategy. This sponsorship is expected to continue until Audi’s takeover in 2026.
Transition from Alfa Romeo to Sauber and Eventually Audi
The Sauber Group’s acquisition by Audi has led to a change in the team’s identity. Moving away from its previous association with Alfa Romeo. The interim seasons of 2024 and 2025 will see Sauber re-emerging as a prominent name in F1. Paving the way for a complete transition to Audi by 2026.
Previous Challenges and Trends in F1 Sponsorship
In 2023, the then Alfa Romeo F1 Team faced similar challenges with varying gambling advertising laws across different countries. They initially partnered with Stake.com. But had to switch to Team Kick in countries like Saudi Arabia, Bahrain, Qatar, and Abu Dhabi, where gambling ads are banned.
This change in livery, observed during the Belgian and Australian Grands Prix, highlights the evolving nature of F1 sponsorships in adapting to regulatory environments.
Sauber’s Commitment to Innovation in Sponsorship
Despite these challenges, Sauber remains dedicated to finding creative solutions to uphold its sponsorship commitments while respecting local advertising regulations.
Anticipation Builds for the 2024 Car Reveal
The team has also introduced a new logo, signaling a fresh start for the upcoming seasons. The reveal of the 2024 Formula 1 car is eagerly awaited. Although details about its design remain under wraps for now.
Stake
Find the best promotions at Stake