Stake has disclosed the latest addition to its roster of sporting alliances after disclosing “another major addition” with Sauber Motorsport’s Alfa Romeo Formula One team for 2023 and beyond.
As a result of the tie-up, the online sports betting and igaming brand is aiming to achieve recognition to a broader demographic that it is hoped will “enable the brand to diversify its fan base”.
With a 24-race calendar across 22 countries, Stake is looking at ways to activate across territories with targeted campaigns, such as a special livery in one of the brand’s key markets and a street-demo around another race weekend.
Stake will also support the fans of Alfa Romeo F1 Team Stake by creating an array of worldwide experiences and events alongside the F1 calendar.
“We welcome Stake as a new title partner for the team in what represents the start of a new era for us both,” stated Andreas Seidl, CEO of Sauber Group.
“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.”
The brand already boasts a global sponsorship portfolio including partnerships with Canadian superstar Drake, Premier League club Everton Football Club, Argentine football legend Sergio Aguero and MMA organisation UFC.
Bijan Tehrani, Co-Founder of Stake, added: “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.”