Launch of the Alfa Romeo F1 Team Stake follows record-breaking title collaboration


Alfa Romeo F1 Team Stake will have a new look in 2023 after announcing a record-breaking new title partnership with one of the world’s biggest entertainment and lifestyle brands, Stake. Under the Stake umbrella brand, many different types of businesses work together to make one of the most complete entertainment packages in the world. This makes Stake one of the freshest and most aspirational brands globally.

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Stake is a strong presence in the world of sports. It was started in 2017 by a group of tech and betting industry entrepreneurs. Their investment in Alfa Romeo F1 Team Stake is the latest venture as they back a successful team moving up in the constructors’ standings. Stake is known for building communities among its users and making digital experiences that are fun and interesting. The company has a history of activations that have worked well and are ready to be used in motorsports.

The multi-year partnership aims to increase Stake’s recognition among a broader demographic, enabling the brand to diversify its fan base. Stake will support the fans of Alfa Romeo F1 Team Stake by creating a calendar of worldwide experiences and events alongside the F1 calendar, with more details about these plans coming in the run-up to the season.

Stake is always looking for new partnerships, and since Formula One is at the top of motorsports and is now thought to be the fastest-growing sport, it was inevitable that they would invest in it. With this, Alfa Romeo F1 Team Stake enters one of the best sport and entertainment portfolios, including the likes of Canadian superstar Drake, Everton Football Club, UFC, legendary Argentine footballer Sergio Aguero and more.

Alessandro Alunni Bravi, Managing Director of Sauber Group and Team Representative:

We welcome Stake as a new co-title partner for the team, representing the start of a new era for us both. In the last few years, there has been a huge interest in Formula One, and brands like Stake show how much exposure our sport can give. We are excited to join such a portfolio of sports and entertainment brands, and we’re looking forward to the activation programme that Stake will unveil for our fans.

Bijan Tehrani, Co-Founder of Stake:

We could not be more thrilled to join a legendary Formula One team with the same ambitions of growth and success. The Alfa Romeo F1 Team Stake will expand our opportunities for fan engagement through brand integration and activation. We are fully committed to enhancing race weekends by creating unique experiences for all Alfa Romeo F1 Team Stake fans and growing audience engagement in the digital arena.

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