New name for Sauber: New opportunities for the team with Stake in 2024

After Sauber announced their official name for the 2024 season on the first day of the new year, Stake F1 Team was born. Managing director Alessandro Alunni Bravi is excited of the prospect of the new opportunities this will bring to Valtteri Bottas’ and Guanyu Zhou’s team the upcoming year.

“Last season represented the start of Stake’s journey in Formula One, and the brand’s new role headlining Stake F1 Team represents the natural and exciting next step on this path. Stake not only successfully tapped into Formula One’s growing fan base to enhance its own community; but also introduced a completely new audience to the sport, something that benefitted not only our team but also everyone else in F1,” Alessandro Alunni Bravi told GPblog through the team’s press release.

Furthermore, drivers Bottas and Zhou will return with more activities off the track, where their personalities can shine. “We had the opportunity to participate in some incredible activations with some of Stake’s ambassadors, including Argentine football legend, Sergio Aguero and Indian-Canadian rapper Karan Aujla. 2024 will be a new page and the chance to do more, better, and reach even farther: we are looking forward to an even more exciting calendar of events in this new season,” Bravi concluded.

Edward Craven, the Co-Founder of Stake was also excited ahead of taking their next step in the sport. “We are thrilled with the opportunity to bring an electrifying and brand-new identity into our Formula One team, kickstarting the F1 season with a bold team name, Stake F1 Team. Fuelled by deep passion for speed, innovation, and pushing boundaries, we are now ideally positioned to take the team to unprecedented heights from 2024 and beyond.”

He added: “The upcoming years will be a thrilling ride with some mind-blowing activations planned that will redefine excitement on and off the track. So, brace yourselves and stay tuned, as Stake F1 Team accelerates towards an exciting future!”

Akhil Sarin, Chief Marketing Officer of Stake also underlined how Stake’s approach can help bring in new fans for the sport. “The past season has been a testament to the marketing and media value that Stake has brought to the F1 team, especially within the digital landscape. The first phase of this partnership has succeeded in increasing global brand awareness for all stakeholders. At Stake, we are prepared to take the team’s reach, fanbase and visibility to unprecedented levels. Our strategy will be focused on delivering unforgettable experiences that highlight our unwavering commitment and dedication to innovation, entertainment, and global connectivity.”