(Motorsports news) The streaming service Kick.com has increased its engagement and obtained the naming rights to the chassis, which will be known as the Kick Sauber C44 for the upcoming season, while online gambling company Stake will remain the title sponsor. From 2019 until this year, the team ran under the Alfa Romeo banner, with Sauber Motorsport operating in the background. Nevertheless, Alfa Romeo was unable to continue due to Audi’s acquisition of the Sauber Group, and the agreement was not extended when it came to an end.
Now, for the two intermediate seasons of 2024 and 2025, the Sauber moniker will be used again on the front lines before the Hinwil organization transitions to a full Audi identity in 2026. The team stated in January that Kick would be a “major partner” and that Stake would serve as the headline sponsor in addition to Alfa Romeo. Even though Stake and Kick.com are separate businesses, they are owned by the same Australian entity.
This year, in some races—Australia, Spain, Belgium, and Qatar—the latter’s branding was displayed in lieu of Stake. At the Spa event, a newly created livery was utilized. It is anticipated that the team would formally compete as Kick Formula 1 Team Sauber at certain races in 2024 on the same terms. Alessandro Alunni Bravi, a spokesperson of the Sauber team, stated, “Sauber has always been about innovation, breaking the mould and defying convention.”
The collaboration with Kick.com represents the most recent and audacious manifestation of our guiding principles. “Kick.com is revolutionizing live broadcasting, and they plan to apply the same revolutionary strategy in the Formula One (F1) sector. Our objective with Kick.com is to take the next step in identifying fresh and creative approaches to connecting with our followers.”
The co-founder of Kick.com, Bijan Tehrani, stated that the business “continues to make waves in the streaming industry and has seen tremendous growth since its inception. Kick’s material is entertaining and fast-paced, much like the Grand Prix weekend itself. Like this collaboration, Kick was destined for the racetrack. “We are thrilled to take our collaboration to an unparalleled magnitude, backed by our knowledge of the motorsport culture, and our passion for cutting-edge technology.”
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