Sauber’s innovative approach to its 2024 Formula 1 season identity has sparked attention, with the team unveiling a dual-naming strategy that navigates the intricate landscape of sports sponsorships and legal constraints. As the Swiss team transitions away from its Alfa Romeo partnership, it prominently reintroduces the ‘Sauber’ name on its new neon green car, signaling a fresh chapter in its storied F1 history.
“For us, it was important, after six years with Alfa Romeo, to establish a new team identity,” Alessandro Alunni Bravi, a team representative, explained. This statement underlines the strategic intent behind Sauber’s rebranding efforts, aiming to refresh its image while preparing for the upcoming Audi era set to begin in 2026.
However, the rebranding strategy unfolds with a complex twist. The official name for the FIA 2024 entry list reads as ‘Stake F1 Team Kick Sauber’, a hybrid moniker that weaves together the names of its major sponsors, Stake and Kick. Despite the official entry name, the team has preferred the shorthand ‘Stake F1’, even though the chassis name humorously includes ‘Kick Sauber’ – with no mention of Stake.
Bravi emphasized the importance of these partnerships, stating, “It is also important for a team like ours to have these commercial partnerships in place.” He further elaborated on the flexibility of the team’s branding strategy: “So we’re taking advantage of the opportunity to have such an important partner as Stake joining us, like Kick, to create this new team identity.”
The narrative takes a more complex turn due to legal restrictions in Switzerland against Stake, an Australian betting portal. The company’s gambling associations have led to a ban in Switzerland, influencing Sauber’s decision to launch its 2024 car in London. Despite these challenges, Bravi asserts the team’s adherence to legal standards, “As we did last year, we will adhere to all applicable laws. And if Stake is banned, we will have an alternative team name. Depending on the country, we work with Stake or Kick, a different sponsor.”
This approach, however, has drawn scrutiny from Swiss authorities, with the federal casino commission initiating proceedings against Sauber for potentially illegal advertising. Patrick Krauskopf, a legal expert, weighed in on the matter, suggesting, “The word Stake is already so strongly imprinted in the minds of viewers that they have probably crossed the red line into unauthorized advertising.”
