Sauber reveals new identity for 2024 after the end of Alfa Romeo partnership

Alfa Romeo quits the Sauber F1 team as title sponsor after partnering up with the team for five years.

Sauber reveals new identity for 2024 after the end of Alfa Romeo partnership

Valtteri Bottas driving the Alfa Romeo C43 (Via motorsport.com)

The Swiss-based Sauber F1 team has quit the partnership with Alfa Romeo for next season. Therefore, following this exit, the team will rename itself to incorporate a different sponsor brand and include the name ‘Sauber.’ The Sauber group has confirmed and revealed the new name to the fans.

Alfa Romeo initially partnered with Sauber in 2018 as a title sponsor and confirmed the team’s name as ‘Alfa Romeo’ in 2019. After five years of partnership, the Italian carmaker will cease to be the title sponsor for the Swiss team. As Sauber prepares itself to be Audi’s works F1 team from 2026 once the German giant enters the sport.

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Sauber revealed the new team name as ‘Stake F1 Team Kick Sauber,’ incorporating its existing partners into its name. However, the primary name of the team will once again be Sauber as confirmed by the team. The team representative Alessandro Alunni Bravi was glad to announce the new title sponsorships.

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Sauber has always been about innovation, breaking the mould and defying convention. The partnership with Kick.com is the latest and boldest display of the philosophy that drives us.
Bravi said in the team’s official announcement on sauber-group.com.

The Swiss team included an extended partnership with the new streaming platform Kick.com. The platform had been a major sponsor for the team in 2023. Bravi also insisted on the ‘goals’ that Sauber has planned with the streaming giant platform while at the same time, highlighting the importance of the inclusion of Kick.com as the title sponsor for the constructor. 

Kick.com is redefining the way live streaming is done and they will adopt the same disruptive approach in the world of Formula One. With Kick.com, our goal is to make the next step in finding new and innovative ways to get closer to our fans.

Sauber car’s chassis name will also include Kick

The previously named C43 will also see a change in the name as Kick takes over the naming rights for the chassis of Sauber. The new chassis name henceforth will include ‘Kick’ in the name as the partnership is taken to the next level by the live-streaming giant. Perhaps a landmark deal as the chassis name of the team has remained constant since its inception in motorsport.

Audi to acquire Sauber by 2026.
Audi to acquire Sauber by 2026 (via IMAGO)

They will name the 2024 chassis ‘Kick Sauber C44,’ integrating the new team name with the partner, as part of the ongoing series of Sauber chassis development. Additionally, the 22 Million registered users on Kick.com will be beneficial, not only for the team’s name but also for the sport as this partnership could merge the two fan bases.

However, Sauber needs to desperately work on their form and performance down the season. After a new sponsor, the team needs to string together better sessions and hence aim to achieve a better finish in the constructor overall as Alfa Romeo finished a disappointing P9 in the championship standings.

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