Stake F1 Team Kick Sauber Emerges: Sauber Unveils New Identity and Partnership for 2024 F1 Season
Sauber Motorsport has announced a fresh team identity and partnership for the 2024 Formula One season, transitioning from Alfa Romeo to a new alliance with Australian streaming service Kick.com. This key development marks a pivotal shift in Sauber’s trajectory, aligning with their strategic goals.
Key Takeaways:
- Sauber has revealed a new title partnership for 2024 and 2025 with Australian streaming service Kick.com, following the conclusion of their title sponsorship with Alfa Romeo and in line with the FIA entry list publication.
- The team is undergoing a transformation, led by group CEO Andreas Seidl, in preparation for their future collaboration with Audi, set to commence in 2026.
- Despite finishing ninth in the 2023 season, Sauber is committed to substantial improvements to compete in the top five, as acknowledged by team representative Alessandro Alunni Bravi.
In a significant move for the world of Formula One, Sauber Motorsport has unveiled its new identity and partnership, stepping into the 2024 season with a fresh start. This announcement follows the termination of their association with Alfa Romeo, a partnership that has been a staple in their recent history. The team, now known as Stake F1 Team Kick Sauber, is poised for a rebranding that signifies a new era in its storied legacy.
This strategic shift is not just a name change but a signal of Sauber’s commitment to innovation and forward-thinking. In a statement released on social media, the team revealed its partnership with Australian streaming giant Kick.com for the 2024 and 2025 seasons. This aligns with the recent publication of the FIA entry list, confirming the team’s new title.
In his statement, Alessandro Alunni Bravi, a representative of the team, emphasized Sauber’s philosophy:
“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 at Kick.com, reflected this enthusiasm:
“Kick.com has seen tremendous growth since its inception and is continuing to make waves in the streaming industry. 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. Exceptionally, this universally popular sport, aligns perfectly with our product and what we are building at Kick.com.”
Beyond this season, Sauber has its sights set on a future collaboration with Audi, commencing in 2026. This period is crucial for laying the foundation of a long-term strategy. Alunni Bravi highlighted the significance of this transition:
“It’s not a limbo period, we build our future here and now, it’s not that there is a separation between the Sauber period and the Audi period. We are working since the beginning of the year with our group CEO Andreas Seidl for this transformation process.”
He added:
“The entry of Audi in Formula One as of 2026 is big news for the entire F1 community, not just important for Sauber to be chosen as a strategic partner. I think all Formula One will benefit from this.”
In sum, the rebranding of Sauber to Stake F1 Team Kick Sauber is not merely a change in name but a leap towards a future filled with possibilities, innovation, and an unwavering commitment to success in the dynamic world of Formula One.
