Throughout its online presence, the igaming platform Stake has been involved in several notable sponsorship and partnership deals. From the UFC itself, certain individual MMA fighters, and Everton FC of the English Premier League, to eSports organizations, music stars, and retired athletes who serve as ambassadors, the entertainment cryptocurrency hybrid that is Stake is no stranger to promotions and marketing. In the last few years, they have really kicked it up a notch, a campaign that culminated in an exclusive deal with a full on Formula 1 team, complete with livery design and prominent logo marketing on the cars. It is one of the most difficult markets to break into, which is why it was such a big deal.
For last year’s Formula 1 season, one of the longest running franchises in the world’s fastest circus, Sauber, was officially known as Stake F1 Team Kick Sauber. Apart from the igaming service, online streaming platform Kick was also a part of it, since both it and Stake operate under the same leadership and owners. The result of the 2025 F1 season for Sauber was a successful one for their standards, with a steady flow of points and even a career first podium finish. In 2026, the two sides are not continuing their partnership as Sauber becomes the Audi Revolut F1 Team. Still, last year deserves a lookback ahead of what is to come in the new season. Stake may no longer be involved, but their mark will forever remain in F1.
Stake and Sauber 2025 F1 Season Sponsorship Details
In the run up to the 2025 Formula 1 season, Sauber solidified a high profile sponsorship deal with the igaming platform Stake that shaped much of the team’s identity for both 2024 and 2025. After Alfa Romeo’s departure at the end of 2023, Sauber agreed to rebrand as the Stake F1 Team KICK Sauber, aligning with both Stake and its sister brand Kick, a streaming service that also bought naming rights to the team’s chassis (Kick Sauber C45 in 2025). This partnership was part of the team’s strategy to secure funding and global exposure ahead of its transition to a full Audi works team in 2026, meaning it was always going to be a 1 year deal. Because certain advertising is different in some countries on the F1 calendar, the team alternated between the Stake branded name and a Kick only identity at races in places like the Netherlands and Belgium to comply with local laws.
Visually, the 2025 Sauber cars stood out with a bold black and fluorescent green livery that highlighted the Stake and Kick logos across the bodywork and race suits. They were unique with a striking new look compared with the previous Alfa Romeo era. Periodically, the team even introduced one off artistic or location inspired designs, like at Miami, to further engage fans on and off track. Merchandise tied to the season, from team tees in classic black and green to signed driver Nomex gear, became popular among supporters. It was promoted via social platforms and official giveaways, and the drivers looked great in them. Alternating liveries and branding shifts throughout the season were commercially complex to achieve, but the global reach of modern F1 sponsorships allowed fans varied visual identities to enjoy on cars and apparel.
Nico Hulkenberg’s First Podium
In the otherwise remarkable 2025 Formula 1 season, Sauber’s leading driver, Nico Hulkenberg, enjoyed one of the most personally historic campaigns of his long career. Driving for the Stake F1 Team Kick Sauber, Hulkenberg scored 51 points over the season, his highest tally with Sauber and the most points any Sauber driver had scored in a season since his own 2013 run with the team. His season was defined by consistency and experience as Hulk regularly finished in the top 10 with strong drives in Spain and other mid season races. But the highlight was undoubtedly the British Grand Prix at Silverstone, where he achieved his first ever Formula 1 podium on his 239th Grand Prix start.
Starting from a dreadful 19th place in the grid that day and driving in mixed wet-dry conditions, Hulkenberg’s tactical mastery and clean race execution propelled him to third place. Thus, it ended the longest wait for a podium in F1 history and delivered Sauber’s first rostrum finish since 2012. That Silverstone podium was not just a personal milestone. It served as a symbol of Sauber’s resurgence, and Hulkenberg’s performance echoed other underdog breakthroughs in F1 history when seasoned midfield racers finally seized the moment when car performance and conditions aligned. Like recent standouts who capitalised on chaotic races or strategic brilliance to score unexpected hardware, his drive was a reminder of how experience and patience pay off.
Compared with previous Sauber highlights, such as Kamui Kobayashi’s podium in 2012, the 38 year old German’s result felt even more dramatic due to the narrative arc. It had been a long awaited first podium, and a veteranwas finally vindicated. His success helped propel Sauber solidly into the midfield battle and gave the team positive momentum ahead of its planned evolution into Audi’s works outfit in 2026. It will certainly serve as motivation for this year as the team keeps him and Gabriel Bortoleto in their new Audi era. Finishing with 70 points, they were 9 away from 8th place and 19 away from 7th. Here’s hoping that the boys can do it this year and finish in the upper half of the standings for the year.
Gabriel Bortoleto’s Rookie Season
Speaking of the duo that defended the already iconic black and green livery colors of Stake Sauber last year, how about the rookie? It is not always that a first year F1 driver leaves such a promising impression. The 21 year old is going into his second year with experience and wind at his back, hungry for races and ready to prove he can take the next step. Continuing where he left off will be more than enough with the new team and all the changes going around him. But he is surely hoping for more.
Bortoleto impressed widely as he adapted to the Stake F1 Team Kick Sauber car and the intensity of Formula 1 competition. After graduating as both a Formula 3 and Formula 2 champion, Bortoleto faced a tough start but steadily improved as the season unfolded. By season’s end, he scored 19 points and finished 19th out of 21 drivers. His best finish was a strong P6 in the Hungarian Grand Prix, and he had several other top 10 results that showcased his race craft and pace in a midfield car that was not among the fastest. Also, he often matched and sometimes beat his experienced teammate Nico Hülkenberg in qualifying.
Bortoleto’s season carried echoes of other standout rookie campaigns, where young drivers capitalise on consistency and learning curves to outshine expectations. Like Carlos Sainz Jr. or Esteban Ocon in their early years, he showed maturity by converting midfield pace into points finishes. It is rare for first year drivers to race in less competitive machinery. What is more, his rapport with the team and the guidance from Hulkenberg and mentors like Fernando Alonso helped him refine his racecraft and grow into a reliable points scorer by season’s end. As Sauber built momentum in 2025 and prepared for this year, Bortoleto’s rookie year felt like a promising foundation for what could be a long and successful Formula 1 career.
Details of Sauber’s New 2026 Deal with Audi Revolut
Following the end of the 2025 season, Sauber’s commercial landscape shifted dramatically as the team transitioned into full factory operation under Audi for the 2026 Formula 1 season. This culminated in a landmark title sponsorship deal with fintech giant Revolut that was announced in mid 2025. Revolut agreed a multi year partnership with the newly branded Audi Revolut F1 Team that goes far beyond a simple logo on the car and a striking new silver and red livery. Revolut will be integrated into the team’s financial operations, including Revolut Business tools, and help power seamless merchandise checkout and fan engagement experiences through its digital platforms.
The agreement was completed in a remarkably short negotiation period and reflects a shared ambition by Audi and Revolut to innovate and expand globally. Revolut, with tens of millions of customers and a target to reach 100 million by 2027, views Formula 1 as a powerful platform to reach new audiences. Iconic German manufacturer Audi benefits from aligning with a disruptive partner as it embarks on its first full works campaign, as it is finally in the Formula 1 circus after years of trying and preparation. If Stake’s lone season as the main sponsor is anything to go by, Audi will have a successful first year as a constructor with the proven duo of drivers who score points in almost every race, and now even with podium experience in the mix.
Stake’s Other Major Sponsorships
Stake’s history of sponsorships is an example of how a relatively young platform built global name recognition. Founded in 2017, they rapidly pursued high profile partnerships across sport and entertainment to expand their reach worldwide. It inked early deals with rap superstar Drake, who hosted exclusive live streams with fans and helped bring huge visibility to the brand online. They also signed Nigerian-American music star Davido as another global ambassador, one of the biggest ambassador deals by an African artist. In sport, Stake became the record front of shirt partner for Everton Football Club in the English Premier League, a multi year deal that elevated its presence in football. It forged a strategic partnership with the UFC as an official partner in key regions, while Sergio Agüero and Frankie Dettori are brand ambassadors.
Formula 1 Sponsorships FAQs
- When did sponsorship become important in Formula 1?
Sponsorship transformed F1 in the late 1960s when Team Lotus became the first team to replace its traditional national racing colors with commercial branding. In 1968, the team ran the red, white, and gold colors of Gold Leaf, marking the beginning of modern F1 sponsorship culture.
- Why were tobacco companies so dominant in Formula 1?
From the 1970s to the mid 2000s, tobacco brands like Marlboro, Camel, and Lucky Strike poured billions into F1. The sport’s global audience and glamorous image made it perfect for cigarette marketing, that is, until advertising bans across Europe forced their exit in the 2000s.
- What is the most iconic sponsor team partnership in F1 history?
Many consider the long standing partnership between Scuderia Ferrari and Marlboro to be the most iconic. Even after tobacco advertising bans, Marlboro remained involved through subtle “barcode” branding without lettering and continued as a major partner for decades.
- How much does it cost to sponsor a Formula 1 team?
Title sponsorships can cost anywhere from $20 million to over $60 million per year, depending on the team’s competitiveness and global reach. For example, tech companies like Oracle Corporation invest heavily in top teams such as Red Bull Racing to secure naming rights and prominent car branding.
- What was one of the biggest sponsorship controversies in F1?
In 2007, the “Spygate” scandal involving McLaren and Scuderia Ferrari led to a record $100 million fine. Major sponsors were shaken by the scandal, an event that showed how reputational risk can directly impact commercial partnerships.
- Why do some teams change their names so often?
Modern F1 teams often incorporate their title sponsor into their official name. For example, Racing Point rebranded to Aston Martin F1 Team when luxury car manufacturer Aston Martin became the title partner and part owner.
- What is the deal with crypto sponsors in F1?
Between 2021 and 2023, crypto companies rapidly entered F1 sponsorship. Platforms like Crypto.com signed global deals with Formula One Group, but market volatility later caused several crypto partnerships to collapse or scale back.
Has a sponsor ever influenced car design or livery?
Absolutely. The blue and yellow livery of Williams in the 1990s was shaped by Rothmans’ branding. Similarly, the black and gold cars of Team Lotus reflected sponsorship from John Player Special, creating one of the most legendary liveries in motorsport history.
- What’s the funniest or strangest F1 sponsor ever?
In 2019, Rich Energy Haas F1 Team became infamous when its title sponsor, Rich Energy, publicly claimed to terminate the contract via social media mid season, only for the team to deny it. The bizarre episode became an instant F1 meme.
- Do sponsors really make a difference to team performance?
Yes. Sponsorship revenue funds car development, top engineering talent, and driver salaries. For example, the dominance era of Mercedes AMG Petronas Formula One Team was supported by major backing from Petronas that enabled sustained investment in hybrid era innovation.
