Nikolas Sargeant
Stake, the cryptocurrency betting, and casino platform, will play a prominent role in Formula 1 for the next two years after successfully securing the naming rights to Sauber's F1 car. Taking the reins from Alfa Romeo, which opted not to extend its sponsorship of Sauber's C44 beyond 2023, Stake's involvement comes at a pivotal moment. Sauber is slated to be rebranded as Audi's factory team in 2026, creating a two-year window for interim sponsors to step in.
In 2023, Stake and its live-streaming platform, Kick.com, initially featured on Sauber's vehicle through sponsorship deals. The team will now be officially recognized as Stake F1 Team Kick Sauber and will kick off its 2024 season with a launch event in London in February 2024.
The New Year's Day rebranding unveiling saw Canadian rapper Drake participating, and he is anticipated to make appearances at select F1 races throughout the 2024 season. Stake leveraged this collaboration with Drake for promotional activities on Instagram.
Motorsport.com emphasizes that Kick.com will hold naming rights to the chassis of Sauber's car, now named the Kick Sauber C44. Given that F1 teams are responsible for constructing and maintaining their vehicles, this development positions Stake as an F1 vehicle manufacturer.
The driver lineup remains unchanged, with former Mercedes driver Valterri Bottas and former F2 star Zhou Guanyu continuing as the team's drivers.
The intersection of Formula 1 and cryptocurrency has witnessed increased engagement in recent years, with various exchanges and businesses seeking to connect with the sport's global fan base through advertising and sponsorship deals. OKX's partnership with McLaren in May 2022 marked its entry into F1, prominently featuring its branding on the MCL60 racing car in 2023.
Crypto.com, a significant sponsor in Formula 1 since 2021, continues to showcase its branding at Grand Prix circuits worldwide. The cryptocurrency wallet and exchange operator also extends its sponsorship to the Aston Martin Aramco Cognizant F1 team.
