F1 News: 2024 Sauber Identity Raises Questions From Fans - "Smoking Bad, Gambling Good?"
F1 fans have been taking to social media after Sauber confirmed the 2024 and 2025 identity of the team will be the Stake F1 Team before Audi joins in 2026. Whilst some fans have been left a little underwhelmed by the new name, others have raised questions about having a gambling and betting company as the entire team name.
Sauber has rebranded as the Stake F1 Team for the 2024 Formula One season. The partnership with Stake, a global leader in betting and entertainment, spans the 2024 and 2025 seasons. This collaboration introduces a groundbreaking marketing approach, merging sports and entertainment to attract a wider audience to Formula One.
Stake has been influential in the sports and entertainment industry since 2017, working with famous figures like Drake and the Everton Football Club. Their involvement in Formula One since 2023 has already led to innovative fan experiences, which they plan to enhance in the upcoming seasons.
Taking to social media platform Reddit, fans have been reacting to the new identity. One fan commented:
"I don't like the idea of sponsor names being the entire team name. I didn't like it with Alfa Romeo I didn't like it with Alpha Tauri it undermines the history of the sport.
"But... it is what it is. F1 runs on sponsorship. At least it isn't like Pro Cycling where teams seem to change their name each year."
Another underwhelmed fan responded to the news, writing:
"Well at least we’ll have to put up with this name for only 2 seasons"
Other fans raised questions over the difference morally of having a betting and gambling sponsor to a tobacco sponsor. They discussed:
"Smoking bad, gambling good?"
"Isn't gambling advertisement illegal in some countries they race in? How will this work with a gambling company in their name?"
Someone else responded to clarify that this will be when the team take on the Kick F1 Team title, they wrote:
"They will race under Kick F1 Team in these countries"
"Gambling kills too"
Another fan was left indifferent by the new name, commenting:
"As someone who is never likely to visit the sponsor’s website or use their products - I don’t hate it as a team name. At least it’s not stupid.
"Although there’s also nothing there to attach me as a fan - the least charismatic team? Even less than Alpine?"
