Sauber/ Stake F1 Team Might Have To Change Its Name In Certain Countries Of F1 Calendar

Sauber announced its new official name for the 2024 season yesterday, but the F1 team might face problems in certain countries that are a part of the F1 calendar.

Sauber ended its collaboration with their title sponsor - Alfa Romeo at the end of the season 2023 and the team is now in 2 year transition period between the rebranding to Audi.

On January 1, 2024, Sauber announced on its social media, in collaboration with Canadian rapper Drake, that the team's new name will be the Stake F1 team.

Stake is an online platform that allows users to gamble with crypto rather than traditional money. It entered into a partnership with Sauber in 2023, and from 2024, it will take over exclusive naming rights.

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So, what is the problem with this name? Quite a few countries that are part of the F1 calendar do not support gambling and have laws that permit gambling companies to advertise in their region.

Being a title sponsor in Formula One is considered advertising, and Stake is a crypto/gambling company. Nine out of 24 countries that host Grand Prix weekends have restrictions imposed on gambling.

The list of the countries includes Saudi Arabia (Saudi Arabian Grand Prix), United Arab Emirates (Abu Dhabi Grand Prix), Qatar (Qatar Grand Prix), Bahrain (Bahrain Grand Prix), Singapore (Singapore Grand Prix), Japan (Japanese Grand Prix), China (Chinese Grand Prix), Brazil (Sao Paulo Grand Prix), and Australia (Australian Grand Prix).

We have seen bans on some companies from advertising in certain countries. McLaren's partner Vuse, which is a vape brand, was not visible on the car for example in Singapore.

However, having a gambling company as an exclusive title sponsor raises many questions about what Stake will do in countries where it won't be allowed to carry its name.

Could we see the Stake F1 team name and branding change from race to race? In 2023, Sauber/Alfa Romeo ran four races of the season with Kick branding.

Alfa Romeo/ Sauber of Valtteri Bottas during the Belgian Grand Prix weekend

Kick is a popular streaming platform owned by no other company than Stake itself. Kick branding would not be forbidden in any of the 24 venues in the F1 calendar.

Could we see the Stake F1 team change its name to Kick F1 team at certain events? We have to wait and see.

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