Global sports betting operator Stake became the title sponsor for the Swiss motorsport team Sauber in 2023, which competes in the Formula 1 racing series.
The crypto casino and sports betting company reached the agreement in 2023, covering the 2024 and 2025 seasons, with Sauber competing as Stake F1 Team Kick Sauber.
The move brings to light the growing trend of sports betting sites leveraging high-profile sponsorships to tap into completely new fan bases.
This is a reciprocal endeavour though, as Stake will be introducing a completely new audience to the sport and as such F1 will derive equal value.
The Stake-Sauber F1 collaboration
The partnership was innovative and will benefit both Sauber and the sport, whilst also delivering exceptional Formula 1 betting experiences and viewing to Stake’s Sportsbook community.
Sauber is benefiting immensely from the financial rewards of the partnership which are said to be in the hundreds of millions. Beyond that, Stake’s investment is greater than mere money deposited into Sauber’s bank account.
The betting company made investments in improving Sauber’s infrastructure to help close the gap between them and the sport’s biggest teams, with their name also very prominent in the overall branding.
The role of betting in F1 sponsorships
Betting companies like Stake understood the value of marketing and used industries that already had a huge following to reach broader audiences and draw more customers to their platforms.
A new study by Nielsen Sports showed that Formula 1 is the most popular yearly sporting series with a total audience reaching 750 million, therefore, such an alignment for Stake or any other betting company is strategically smart.
188Bet is another notable betting company aligned with Formula 1 in the growing trend, and this is despite the possibility of the FIA reviewing these sponsorships owing to ethical reasons.
Like in other sports, if the review does eventually take place, the sponsorships will be relegated to the periphery and not be so prominent.
Broader impact on Sauber and F1
The impact and benefits Sauber gained from the sponsorship are immense and contributed to the team’s overall success, with improvements taking place in several areas of their stability.
Like in most sports there is always a gulf in finances and that directly speaks to success. The richest teams in any sport are more likely to be more successful and win more titles as compared to their less rich counterparts.
Therefore, Stake and other betting companies partnering with Formula 1 teams brought about a sort of equilibrium, and we saw the smaller teams making a contest out of the series.
Formula 1 as an organization will have to deal with the public relations fallout though, as gambling is one of the industries that is frowned upon by certain sections, lobbies or groups for various reasons.
The significance of Stake’s partnership with Sauber
The partnership set the stage for similar sponsorships in the future. Sports at the end of the day is commercialized and therefore striking such deals is the most sensible move for businesses.
Sauber has seen improvements to their overall financial standing and competitiveness, just as Stake’s commercial viability grew.
