After five years adorned with the moniker of the Italian automotive giant, Sauber’s F1 team name takes center stage once again for the 2024 Formula 1 season, accompanied by an augmented sponsorship arrangement. However, the anticipated new name for AlphaTauri appears to be shrouded in secrecy, evident from its absence on the FIA entry list. The era of Alfa Romeo as the Formula 1 team name for the Sauber-managed outfit has officially concluded, signaling the resurgence of its own identity for the upcoming season.
Sauber, a Switzerland-based team with a presence on the F1 grid since 1993, relinquished its naming rights to the Italian car brand Alfa Romeo in 2019. This collaborative agreement reached its conclusion at the conclusion of this year. As the team prepares for the imminent arrival of Audi in two years, prompting another comprehensive rebrand as the German automotive giant’s new factory team aligns with F1’s forthcoming engine regulation era, Sauber has unveiled its visual identity for the intervening seasons of 2024 and 2025.
A significant development in this transition involves Australian streaming platform Kick.com securing chassis naming rights. The forthcoming C44 car for the 2024 season will bear the name Kick Sauber, marking a notable collaboration between the streaming service and the F1 team. Furthermore, the complete team name will be Stake F1 Team Kick Sauber, underscoring the continued involvement of casino and sports betting platform Stake as the title sponsor.
Alessandro Alunni Bravi, a representative of the Sauber team, expressed the team’s commitment to innovation and defying conventions. The partnership with Kick.com is portrayed as a bold manifestation of this philosophy, with Kick.com not only redefining live streaming but also pledging to bring a disruptive approach to the world of Formula 1.
Sauber, with a history of diverse name changes, including the BMW-Sauber phase from 2006 to 2009 during the team’s most successful period, faced a disappointing 2023 season. The team slipped from sixth to ninth in the constructors’ standings, setting the stage for a renewed identity and strategic partnerships as they gear up for the challenges and opportunities of the upcoming seasons.
In summary, Sauber’s return to its original team name, coupled with the alliance with Kick.com and the continued collaboration with Stake, signifies a pivotal moment in the team’s trajectory, emphasizing innovation and adaptability in the competitive landscape of Formula 1.