As Alpha Romeo departs F1, Stake & Kick make an entry, But Let's Be Real – It’s Sauber in Disguise!

On December 15th, the FIA's official Twitter page broke the Formula 1 internet with the announcement of the 2024 official entries. All seemed normal until everyone hit the brakes at the name of the Alpha Romeo Sauber team to Stake F1 Team Kick Sauber.

Unveiling a fresh logo, the Swiss outfit, once linked with Alfa Romeo, takes a new direction as Stake F1 Team Kick Sauber. Despite official nomenclature, the team opts for the shorter version, depending on the weekend. This change follows the post-Alfa Romeo era, gradually paving the way for full Audi branding in 2026. Stake and Kick currently share ownership of the naming rights.

Alessandro Alunni Bravi, the team representative, hints at an extensive activation program under the new identity, with strong signals from 2023, including Sergio Aguero and Karan Aujla as brand ambassadors.

It appears that Sauber isn't too keen on keeping their name crystal clear in the Paddock, social media handles or on their merchandise, because Let's face it, we know & they know, regardless of everything, we'll always end up calling them Sauber.

Author: Bishoy William