Formula One team Sauber has signed a sponsorship agreement with streaming platform Kick, which will join bookmaker Stake.com as a title partner.
The Swiss motorsports team will go into the 2024 Formula One season as Stake F1 Team Kick Sauber, and will compete under this name until a planned rebrand as Audi in 2026 when it becomes the official squad of the German car manufacturer.
Sauber’s long-term title partner had been Alfa Romeo, with the Italian car producer first signing an agreement with the team in 2017, becoming a naming rights holder in 2018 and renewing in 2020.
Commenting on the Kick deal, Sauber Motorsport Team Representative Alessandro Alunni Bravi, said: “Sauber has always been about innovation, breaking the mould and defying convention. The partnership with Kick.com is the latest and boldest display of the philosophy that drives us.
“Kick.com is redefining the way live streaming is done and they will adopt the same disruptive approach in the world of Formula 1. With Kick.com, our goal is to make the next step in finding new and innovative ways to get closer to our fans.”
Sports betting platform Stake, meanwhile, also secured naming rights this year, filling the gap left by the outgoing Alfa Romeo.
