In January 2024, Stake became the exclusive title partner of the Sauber Formula 1 team — now rebranded as Stake F1 Team — for the 2024 and 2025 seasons. Having already served as co-sponsor in 2023 under the Alfa Romeo F1 Team Stake name, the gaming operator has now taken full control of the team’s branding and visibility.

Founded in 2017, Stake has quickly become one of the most dynamic online casinos and sports betting platforms, especially known for embracing cryptocurrencies. Its sponsorship portfolio spans global sports and entertainment, featuring partnerships with Drake, Everton FC, UFC, and football legend Sergio Agüero.

A Strategic Spotlight

The Sauber deal is more than just logo placement — Stake is injecting substantial funding, reportedly in the hundreds of millions of dollars, enabling the team to upgrade its infrastructure and performance capabilities. In return, the brand gains worldwide exposure in motorsport — a domain especially popular among crypto enthusiasts and younger digital-native audiences.

Innovation and Fan Engagement

Stake’s approach goes beyond traditional sponsorship, focusing on standout activations and digital-first marketing. Plans include exclusive events, immersive content, personalised promotions, and cross-platform integrations via Kick.com, Stake’s affiliated streaming platform. This forward-thinking strategy is setting a new benchmark for sports partnerships.

Regulatory Challenges

However, the deal comes with legal hurdles. In Switzerland, online gambling advertising requires a licence — something Stake does not hold — prompting increased scrutiny from Swiss authorities. To remain compliant, Sauber must geo-block Stake branding and, in some jurisdictions, replace “Stake F1 Team” with “Kick F1 Team.”

A Fresh Driver Line-Up for 2025

For the 2025 season, Stake will field a driver pairing that blends experience and youth: Nico Hülkenberg, with over 200 Grand Prix starts, and Gabriel Bortoleto, a 20-year-old rising star and current Formula 2 frontrunner.