Sauber claims it will “unleash the most exciting team identity” amidst backlash over new team name

Sauber faced severe backlash after revealing its new name for 2024.

Sauber claims it will “unleash the most exciting team identity” amidst backlash over new team name

Valtteri Bottas and Zhou Guanyu at Las Vegas GP (Via IMAGO)

The Sauber F1 team will be known as the Stake F1 team KICK Sauber in 2024. The Swiss team’s title sponsorship deal with Alfa Romeo comes to an end this year. However, the team faced severe backlash from fans and critics alike. Now, Sauber has teased that there is a lot more in store than what it has revealed so far.

The team posted a message on its social media handles including X. Sauber acknowledged that its new name had received attention from many on social media. However, the Swiss team claimed that it was not ready to reveal the entire image just yet. Moreover, it even made a pun on the title sponsor Stake in this message.

While we're not ready to unveil the final results yet, we are aware of what's at stake.
Sauber said on X

Nevertheless, Sauber was confident that its new identity would be the most exciting look in the squad’s history. The Swiss team reckoned that its new identity would ditch the norms of team branding in the past. As such, the former Alfa Romeo branded team hinted that things would change drastically on January 1, 2024.

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Rest assured, we are on a mission to unleash the most exciting team identity this team has ever seen. Gone are the days of short and sweet. We're cooking up a fest.

Sauber aims to improve after disappointing 2023 season

The Swiss outfit fell behind rivals this season. Valtteri Bottas and Zhou Guanyu struggled to match the likes of Williams and AlphaTauri. Certainly, this has disappointed many in the paddock with the team preparing for Audi‘s entry in 2026. As such, the former Alfa Romeo squad must improve on its results next season.

Sauber has had an overhaul in its structure this year with the arrival of new CEO Andreas Seidl from McLaren. Moreover, former McLaren Technical Chief James Key has also started working for the Swiss-based squad this year. This could provide the team with some much-needed direction in the coming seasons.

Certainly, Sauber has a lot of work to do before it gets back to the F1 midfield. The Swiss-based team hopes to be in a strong place by 2026 when it becomes Audi’s works team at the pinnacle of motorsport. However, it seems that this could be a mammoth task for now. As such fans would be looking forward to seeing how this pans out.

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