The end of Alfa Romeo’s time in Formula 1 has led to a complete rebranding of the Sauber-run constructor to become Stake F1 Team.
Stake will be the title partner for the next two seasons ahead of Audi’s arrival in F1, with the betting, entertainment and lifestyle brand taking over exclusive naming rights. Alfa Romeo officially becomes Stake as an expansion of the existing partnership that began with Sauber Motorsport AG last season, with a new team logo also unveiled.
“Last season represented the start of Stake’s journey in Formula 1, and the brand’s new role headlining Stake F1 Team represents the natural and exciting next step on this path,” team representative Alessandro Alunni Bravi said. “Stake not only successfully tapped into Formula 1’s growing fan base to enhance its own community; but also introduced a completely new audience to the sport, something that benefitted not only our team but also everyone else in F1.
“We had the opportunity to participate in some incredible activations with some of Stake’s ambassadors, including Argentine football legend, Sergio Aguero and Indian-Canadian rapper Karan Aujla. 2024 will be a new page and the chance to do more, better, and reach even farther: we are looking forward to an even more exciting calendar of events in this new season.”
The team describes its new identity as “crafted with the aim of keeping the fans front and center – by bringing a fresh perspective on the intersection of sports and entertainment”, and Stake co-founder Edward Craven says the title partnership will allow Stake to execute a number of special events to try and reach an even wider fanbase.