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Stake, one of the world’s biggest entertainment and lifestyle companies, has expanded its sporting portfolio with the announcement of a collaboration with Sauber Motorsport’s Alfa Romeo Formula One Team for 2023 and beyond.
Stake has created a prominent footprint throughout world sport since its formation in 2017 by a group of technology and betting professionals, and the foray into racing is a crucial step in their goals to position themselves worldwide.
As a result, the partnership will raise Stake’s profile across a larger demographic, allowing the brand to broaden its fan base.
The brand already has a large worldwide sponsorship portfolio, which includes collaborations with Canadian superstar Drake, Premier League team Everton Football Club, Argentine football great Sergio Aguero, European Cricket, and the UFC.
With a 24-race schedule spread over 22 nations, Stake is already considering methods to engage across borders with tailored promotions, like as an unique livery in one of the brand’s core markets and a street-demo during another race weekend.
Stake will assist Alfa Romeo F1 Team Stake fans by producing a calendar of global experiences and activities in addition to the F1 calendar.
Bijan Tehrani, Co-Founder of Stake, said:
“We could not be more thrilled to join a legendary F1 team that shares with us the same ambitions of growth and success. Alfa Romeo F1 Team Stake will expand our opportunities for fan engagement through brand integration and activation. We are fully committed to enhancing race weekends by creating unique experiences for all Alfa Romeo F1 Team Stake fans, growing audience engagement in the digital arena.”
Andreas Seidl, CEO of Sauber Group, added:
“We welcome Stake as a new title partner for the team in what represents the start of a new era for us both. Formula One has seen a huge increase in interest over the last few years and the arrival of brands such as Stake are representative of the massive exposure our sport can offer. We are excited to join such a portfolio of sports and entertainment brands and we’re looking forward to the activation programme that Stake will unveil for our fans.”