“Fire Their Marketing Team”: Sauber’s Much Awaited Rename Fails to Impress as Fans Bash the F1 Team

The F1 community is utterly disappointed by the new identity of the Sauber F1 Team. When Alfa Romeo decided to discontinue being Sauber’s primary sponsor after 2023, all eyes were on Sauber and what their new identity would be until 2026, when they would officially become the works team for Audi. The anticipation surrounding this reveal gained momentum as the team’s name was initially listed as ‘Stake F1 Team Kick Sauber’ on the FIA’s entry list.

However, now we finally have the new avatar for the Sauber F1 team. And let us tell you, it has not sat well with the Formula 1 community at all. The team is now facing the full brunt of the fans’ wrath. Sauber has officially unveiled their new identity for the upcoming seasons. The team will now be known as the Stake F1 Team. This rebranding highlights the new title sponsor the team has taken on, betting brand Stake, for an exclusive collaboration spanning the 2024 and 2025 seasons.

Stake, a betting, entertainment, and lifestyle company, initially partnered with the team as a sponsor for the 2023 season. Their involvement has now expanded, securing exclusive naming rights for the upcoming seasons. The company not only made strides within Formula 1 but also boasts connections to Canadian rapper Drake and serves as the shirt sponsor for Everton Football Club in the English Premier League.

Team Representative Alessandro Alunni Bravi shed light on the significance of this evolution, stating as per Formula 1.com, “Last season represented the start of Stake’s journey in Formula 1, and the brand’s new role headlining Stake F1 Team represents the natural and exciting next step on this path.” He emphasized the positive impact Stake had on Formula 1’s expanding fan base and its introduction of the sport to a fresh audience.

Co-founder of Stake, Edward Craven, aligned the company’s values with those of Formula 1, expressing enthusiasm for the upcoming years. “Fueled by deep passion for speed, innovation, and pushing boundaries, we are now ideally positioned to take the team to unprecedented heights from 2024 and beyond,” he declared. Craven hinted at thrilling activations both on and off the track, promising an exhilarating journey for the Stake F1 Team and its fans.

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As the news of Sauber’s new identity broke out on social media, fans took to the comment section to express their disappointment with the new avatar of the team.

Sauber F1 team faces backlash from the fans on their newly announced identity

One fan said in a no-nonsense comment suggesting that Sauber needs to fire their marketing team for coming up with such a poor identity. They acknowledged that they will always remember the team as Sauber no matter what name they come up with.

Another fan expressed discontent with the team, deciding to not include ‘Sauber’ in the name.

A popular account by the name of Formula 1 Daily, which is a great source for quick updates on F1, summed up the sentiment stating that everyone expected more from Sauber with its new identity.

Some fans said that they are now going to completely ignore the team completely until Audi takes over in 2026.

Similar sentiments came from others as they said the team will just be a filler number until 2026.

One fan was left scratching their head with disbelief that after having spent so much time since the end of the 2023 season, this is the best they could come up with.

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Looking ahead, Sauber Group is set for a majority takeover by Audi in time for the 2026 regulations, and the German manufacturer is already working on a power unit for Formula 1’s significant regulation changes slated for that season. The Stake F1 Team appears poised for an exciting future, with the 2024 season promising a new chapter in the team’s long history.