Search icon
Close icon

31Bet Casino

Play now
Header decoration

Revving Up a New Era: Stake F1 Team Takes the Wheel in Formula 1's Latest Chapter

In a striking move within the Formula 1 fraternity, the former Alfa Romeo F1 team, known also as Sauber, has announced a significant rebranding, adopting the name "Stake F1 Team" for the upcoming 2024 and 2025 seasons. This change comes ahead of a scheduled takeover by Audi in 2026 and marks a new era in the team's storied history.

Home / Revving Up a New Era: Stake F1 Team Takes the Wheel in Formula 1’s Latest Chapter

Stake F1 Takes Over Sauber
Header decoration

The Stake F1 Team Emergence

The Swiss-based team’s decision to align with its previous title sponsor, Stake – a cryptocurrency-based gambling company co-owned by Australian Ed Craven – has generated mixed reactions. Stake, notable for its significant backing of the live streaming service Kick, a Twitch competitor, has made a name for itself with a more favourable revenue split for streamers and a relatively lax stance on censorship.

Impact on the Gambling Industry

This rebranding is of particular interest to the gambling industry, as it signifies the deepening integration of Australian gambling companies in major sports sponsorships. The prominence of a gambling brand as a title sponsor in Formula 1 could redefine the sports betting landscape, offering new marketing avenues and audience engagement strategies for betting companies. However, it also raises pertinent questions about the regulation and perception of gambling in sports.

Branding Challenges & Opportunities

The team, featuring drivers Valtteri Bottas and Zhou Guanyu, has faced unique branding challenges, especially in countries with strict gambling advertising regulations. In 2023, the team had to alter its branding in nations like Australia, Spain, Belgium, and Qatar, focusing more on Kick rather than Stake. This trend might continue, highlighting the intricate relationship between sports sponsorship and national advertising laws.

Historical Context & Fan Sentiment

The switch from the Alfa Romeo name concludes a significant chapter for the team, which has seen various incarnations, including BMW Sauber. Some fans had hoped for a return to the traditional Sauber name, a nod to the team’s longstanding legacy in motorsport initiated by founder Peter Sauber.

Looking Forward: Performance & Optimism

Despite finishing a disappointing ninth in the constructors’ championship last season, there is a sense of optimism about the team’s future performance. James Key, Sauber’s technical director, has indicated a tightly competitive grid and believes that even marginal gains could propel the team forward in the standings.

Accelerating Towards the Future: Sauber’s New Journey under the Stake Banner

As the Stake F1 Team gears up for its debut in the 2024 Formula 1 season, its impact stretches beyond the racetrack, particularly resonating within the gambling industry. The involvement of a cryptocurrency-based gambling company as a title sponsor is a notable development, blending the worlds of sports, technology, and betting in a way that could redefine fan engagement and sports sponsorship.

This partnership signifies a new era in sports marketing, where digital innovation meets traditional sports. For the gambling sector, it presents an opportunity to explore new platforms for fan engagement and betting, potentially leading to novel betting experiences and promotions linked to racing events.

The Stake F1 Team’s adaptive branding strategy, responding to various international gambling advertising regulations, highlights the complex, ever-evolving landscape of global sports sponsorship. This dynamic approach underscores the need for agility and innovation in aligning sports marketing strategies with legal frameworks across different regions. As this new chapter unfolds, the collaboration between Sauber and Stake will undoubtedly be a focal point for discussions on the future integration of gambling and sports.

Written by

Nathan Harper

Nathan Harper


Nathan is one of the most knowledgeable casino writers we've ever seen. He has seen everything there is to see within the online casino industry and therefore specializes in anything we throw at him.

Read more