Sauber’s transformation into the ‘Stake F1 Team’ for the 2024 Formula 1 season is currently under investigation by the Swiss Federal Casino Commission, according to reports from local sources. The Federal Casino Commission has initiated proceedings against Sauber due to regulations against unlicensed gambling operations, as reported by Swiss broadcaster SRF News. Stake, the crypto casino operator that has taken on sole title partnership with Sauber, is not licensed in Switzerland and is therefore subject to an advertising ban. Legal expert Patrick Krauskopf has stated that the close association between the brands Stake and Sauber, or the strong imprint of the term Stake in the minds of viewers, may constitute unauthorized advertising.
In addition to the investigation into the legality of the Stake/Sauber partnership, the team will also face challenges with its branding throughout the F1 season. The Stake/Sauber partnership was officially announced during the unveiling of the C44 challenger on Monday. However, due to gambling restrictions in certain regions, the team will not compete under the name ‘Stake F1 Team’ at every race this season, as revealed by Team Representative Alessandro Alunni Bravi. During the team’s final year as Alfa Romeo in 2023, Stake became a title sponsor, but at several venues, the team replaced Stake branding with that of its streaming subsidiary Kick, in compliance with restrictions on gambling-related sponsorships. The car featured a special Kick-themed livery at the Belgian Grand Prix, and the streaming platform was also showcased on the C43 in Spain, Qatar, and Australia.
The Hinwil-based team will operate under the name Stake for the next two seasons, until the Audi takeover in 2026. However, Alunni Bravi confirms that temporary name changes will be mandated at specific rounds due to gambling restrictions. “As you know, last year we alternated two different names according to the different countries where we go racing,” said Alunni Bravi. “We will fully comply with all local applicable laws, and where Stake is prohibited, and gambling advertising is prohibited, we will use a different name. Like last year, we have Kick as one of our most important partners, and our chassis name is Kick Sauber. So, where we are not racing as the Stake F1 Team, we will use a second team name.”
The official name for the C44 chassis is the Kick Sauber C44 – so it is highly likely that when necessary, the entire team will rebrand themselves as the ‘Kick F1 Team.’
In 2024, Sauber enters a new era after concluding their six-year partnership with Alfa Romeo in 2023. Alunni Bravi has spoken highly of Stake, who played a role in unveiling the neon green and carbon liveried C44 in London on Monday.
“This year, it is undoubtedly easier for us: we possess a fresh and distinct identity,” he remarked.
“We commence with an event that I believe epitomizes our intentions for the team, encapsulated in our new motto, ‘unleashed.’ This motto signifies the manner in which we wish to communicate and be perceived.”
“However, this must also be reinforced by our on-track performance. We are all collaborating to deliver a superior performance and enhance our results.”
“An F1 team encompasses more than just the racing aspect. It is a vast operation that requires attention in all areas – on and off the track, technically and commercially.”
“With Stake on board, I am confident that we will attain significant objectives that will add value to F1 as a whole.”