Last year marked a significant milestone for the team as they secured backing from Stake for the first time. This sponsorship was notable as the sponsor’s name became part of the team’s full title, previously known as Alfa Romeo.
However, due to restrictions in certain countries on the promotion of gambling companies, the team adapted by prominently featuring the logos of Stake’s sister company, Kick.
This was especially evident during events such as the Belgian GP, where a special livery was designed. Kick branding was also visible during races in Australia, Spain, and Qatar.
Now, with Alfa Romeo no longer in the picture, the team is operating under the moniker “Stake F1 Team” this year. Consequently, the challenge of complying with regulations regarding gambling promotion becomes more pronounced, particularly in locations where the Kick identity will be utilized.
Alunni Bravi, speaking on behalf of the team, explained the strategy: “As you know, last year we alternated two different names according to the different countries where we go racing.
We will be fully complying with all the local applicable laws, and where Stake is prohibited, so is gambling advertising. We will use a different name. As last year, we have Kick as one of our most important partners, and our chassis name is a Kick Sauber. So where we are not racing as Stake F1 Team, we will use a second team name.”
With Stake’s support, Sauber is capitalizing on the transition period between the Alfa Romeo and Audi eras to forge a new identity. This shift was underscored by the adoption of a fluorescent green livery and an elaborate launch event held in London, attended by VIPs and influencers.
Reflecting on the developments, Alunni Bravi expressed enthusiasm: “For me, it has been fantastic so far. Today, you see a testament of intent of all we are going to do during the season.
This is just the first moment, but we have a lot of activations, a lot of activities that we will be performing throughout the season. Under the Stake umbrella, there are different brands, including gaming and betting. It’s a dynamic company that will help us expand our fan base and reach new targets, which is crucial for our team and all our partners.”
Acknowledging the shift away from Alfa Romeo, Alunni Bravi noted the enhanced flexibility in marketing endeavors: “This year, for us, it’s easier. We have a new and clear identity. We start here with an event that I think is a testament to what we want to do with a new motto for the team, ‘unleashed’, which signifies the way we want to communicate and be perceived. Of course, this also needs to be supported by results on track. An F1 team is not just a racing team; it’s a large operation that requires attention to all areas, including the technical and commercial sides. With Stake, I believe we will achieve important targets that will add value to F1.”
