In a surprising twist, Sauber has countered the FIA’s 2024 Entry List announcement, teasing a significant rebranding for their 2024 Formula One team identity. This move, which aligns with their new partnership with Kick.com, marks a bold departure from their previous collaboration with Alfa Romeo.
- New Partnership Announcement: Sauber has unveiled a new title partnership with Australian streaming service Kick.com for 2024 and 2025, following the end of their association with Alfa Romeo. This change is reflected in the FIA entry list, where the team is named Stake F1 Team Kick Sauber.
- Leadership and Transformation: Under the guidance of CEO Andreas Seidl, Sauber is undergoing a major transformation in anticipation of their future alliance with Audi, which is set to begin in 2026.
- Anticipated Rebranding Reveal: Sauber has confirmed that they will announce their actual team name for the 2024 season on January 1st, 2024, creating a buzz in the F1 community.
Sauber, a well-known name in the Formula One world, has recently made headlines by challenging the information on the FIA’s 2024 Entry List. This bold move signals a potentially new direction for their team identity in the upcoming season. This announcement comes on the heels of their partnership conclusion with Alfa Romeo, a collaboration that had been a significant part of their identity for several years.
In their press release, Sauber stated, “It seems our recently released team name has been getting a lot of attention… While we’re not ready to unveil the final result yet, we are aware of what’s at stake. Rest assured, we’re on a mission to unleash the most exciting team identity this team has ever seen. Gone are the days of the short and sweet. We’re cooking up a feast.”
Alessandro Alunni Bravi, a team representative, spoke about Sauber’s dedication to innovation and their desire to break the mold. He highlighted their new partnership with Kick.com, “Sauber has always been about innovation, breaking the mould and defying convention. The partnership with Kick.com is the latest and boldest display of the philosophy that drives us. Kick.com is redefining the way live streaming is done and they will adopt the same disruptive approach in the world of Formula One. With Kick.com, our goal is to make the next step in finding new and innovative ways to get closer to our fans.”
Bijan Tehrani, Co-Founder of Kick.com, also shared his excitement about the partnership. He drew parallels between the high-energy nature of Formula One and Kick.com’s streaming services, “KICK’s content is fast-paced and engaging, like what we witness every Grand Prix weekend. Just like this partnership, KICK was essentially destined for the racetrack. We are thrilled to take our collaboration to an unparalleled magnitude, backed by our knowledge of the motorsport culture, and our passion for cutting-edge technology.”
As the Formula One world awaits the unveiling of Sauber’s new identity on January 1st, 2024, this partnership and the potential rebranding indicate a significant shift in the team’s strategy and positioning within the sport. Sauber’s commitment to innovation and breaking traditional conventions, alongside their ambitious collaboration with Kick.com, positions them as a team to watch in the coming seasons.