Revving into the Future: Sauber’s Bold Stand on Alfa Romeo Rebranding

Revving into the Future: Sauber’s Bold Stand on Alfa Romeo Rebranding

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Stake Sauber Team Representative Alessandro Alunni Bravi believes ‘it is easy to be critical’ after the Hinwil-based team unveiled its new 2024 identity.

Following Alfa Romeo’s decision to end its title sponsorship of Sauber, it was revealed on January 1st that the team will now be called Stake F1 Team for the next two seasons, ahead of Audi’s arrival in 2026. However, due to gambling advertising restrictions, the team will have to compete as Kick Sauber in four races throughout the year. Team Principal Alunni Bravi defended the new name, stating that it had received significant attention and engagement, with 22 million views of the team announcement in just two days. He acknowledged that there would always be criticism when trying something new, but expressed confidence in the team’s ability to communicate and engage with fans, making them forget any initial reservations.

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