Stake, a cryptocurrency betting and casino platform, is set to play a significant role in Formula 1 over the next two years after securing naming rights to Sauber’s F1 car. Taking over from Alfa Romeo, Stake will be the primary sponsor for Sauber’s C44, and the team will now be officially known as the Stake F1 Team Kick Sauber. This partnership follows initial sponsorship deals in 2023, with the team’s 2024 season set to launch at an event in London in February 2024.
Canadian rapper Drake participated in the New Year’s Day unveiling of the rebranding and is expected to make appearances at select F1 races throughout the 2024 season. Kick.com, Stake’s live-streaming platform, will also have naming rights to the chassis of Sauber’s car, now referred to as the Kick Sauber C44. Notably, F1 teams are responsible for building and maintaining their vehicles, essentially making Stake a participant in the realm of F1 vehicle manufacturing.
The driver lineup for the team remains unchanged, with former Mercedes driver Valterri Bottas and former F2 star Zhou Guanyu continuing as Sauber’s drivers.
Formula 1 has seen a growing presence of cryptocurrency exchanges and businesses in recent years, with companies leveraging advertising and sponsorship deals to tap into the sport’s global fan base. Stake’s move follows similar partnerships, such as OKX’s collaboration with McLaren in 2022 and Crypto.com’s prominent sponsorship of Formula 1 since 2021, including support for the Aston Martin Aramco Cognizant F1 team.
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