The top of Alfa Romeo’s time in Components 1 has led to an entire rebranding of the Sauber-run constructor to grow to be Stake F1 Group.
Stake would be the title accomplice for the subsequent two seasons forward of Audi’s arrival in F1, with the betting, leisure and life-style model taking up unique naming rights. Alfa Romeo formally turns into Stake as an growth of the present partnership that started with Sauber Motorsport AG final season, with a brand new group emblem additionally unveiled.
“Final season represented the beginning of Stake’s journey in Components 1, and the model’s new position headlining Stake F1 Group represents the pure and thrilling subsequent step on this path,” group consultant Alessandro Alunni Bravi mentioned. “Stake not solely efficiently tapped into Components 1’s rising fan base to boost its personal group; but additionally launched a totally new viewers to the game, one thing that benefitted not solely our group but additionally everybody else in F1.
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“We had the chance to take part in some unimaginable activations with a few of Stake’s ambassadors, together with Argentine soccer legend, Sergio Aguero and Indian-Canadian rapper Karan Aujla. 2024 shall be a brand new web page and the prospect to do extra, higher, and attain even farther: we’re trying ahead to an much more thrilling calendar of occasions on this new season.”
The group describes its new id as “crafted with the goal of protecting the followers entrance and middle – by bringing a recent perspective on the intersection of sports activities and leisure”, and Stake co-founder Edward Craven says the title partnership will permit Stake to execute a variety of particular occasions to attempt to attain a fair wider fanbase.
“We’re thrilled with the chance to carry an electrifying and brand-new id into our Components 1 group, kickstarting the F1 season with a daring group title, Stake F1 Group,” Craven mentioned. “Fueled by deep ardour for pace, innovation, and pushing boundaries, we at the moment are ideally positioned to take the group to unprecedented heights from 2024 and past.
“The upcoming years shall be an exciting journey with some mind-blowing activations deliberate that can redefine pleasure on and off the observe. So, brace yourselves and keep tuned, as Stake F1 Group accelerates in the direction of an thrilling future!”
The choice to utterly rebrand the Hinwil-based group as Stake F1 Group has been pushed by the success of the present deal in 2023, in accordance with Stake’s chief advertising and marketing officer Akhil Sarin.
“The previous season has been a testomony to the advertising and marketing and media worth that Stake has delivered to the F1 group, particularly throughout the digital panorama,” Sarin explains. “The primary section of this partnership has succeeded in growing world model consciousness for all stakeholders.
“At Stake, we’re ready to take the group’s attain, fanbase and visibility to unprecedented ranges. Our technique shall be centered on delivering unforgettable experiences that spotlight our unwavering dedication and dedication to innovation, leisure, and world connectivity.”
Stake F1 Group will unveil its 2024 automotive throughout a launch occasion in London on February 5 – the identical day as Williams and the earliest confirmed date at this stage – and has retained its current driver line-up of Valtteri Bottas and Zhou Guanyu for the upcoming season.
