End of an Era

The Sauber Formula 1 team, after ending its partnership with Alfa Romeo, will be rebranded as “Stake F1 Team Kick Sauber” for the 2024 season, reflecting a new sponsorship with Kick.com. This change precedes another major transition planned for 2026, when the team will become the official works team for Audi, aligning with substantial changes in F1’s engine and chassis regulations.

The team retains drivers Valtteri Bottas and Zhou Guanyu, providing stability amidst these transitions. This evolution impacts brand identity, fan loyalty, and competitive dynamics, signalling a significant shift in the Formula 1 landscape and highlighting the sport’s evolving nature.

Formula 1

Top Key Points

  • Sauber name returns in 2024: After the Alfa Romeo partnership ends, Sauber will run under the “Stake F1 Team Kick Sauber” branding for 2024.
  • Audi arrives in 2026: Sauber will become Audi’s factory team in 2026, coinciding with major F1 engine and chassis regulation changes.
  • Sauber to use Ferrari engines until 2026: Audi will develop its power unit for 2026 onwards.
  • Valtteri Bottas and Zhou Guanyu stay as drivers: Both drivers will continue with the team for the 2024 season.
  • Alfa Romeo exits F1 grid for 2024: The automaker’s partnership with Sauber ended after the 2023 season.
  • Sauber name could be temporary: The team might become fully Audi by 2026, with Sauber branding potentially phased out.

This transition will only be an interim phase, as the team is set to rebrand again in 2026. At that point, they will become the official works squad for the German manufacturer Audi, aligning with Audi’s entry into Formula 1 and the expected substantial changes in the sport’s engine and chassis regulations​​.


Sauber F1 Team

The key analysis of the transition from Alfa Romeo to “Stake F1 Team Kick Sauber” for the 2024 Formula 1 season, followed by the eventual rebranding to Audi in 2026, reveals several strategic and operational implications:

  • Branding and Identity Shift: The departure of Alfa Romeo and the introduction of a new title sponsor, Kick.com, necessitates a complete rebranding. This shift might impact the team’s market positioning and fan base, as brand identity plays a significant role in the loyalty and engagement of Formula 1 fans.
  • Financial and Sponsorship Dynamics: The new sponsorship deal with Kick.com likely brings different financial dynamics compared to the Alfa Romeo partnership. Sponsorship deals are crucial in Formula 1 for funding team operations, technology development, and attracting top talent.
  • Technical Continuity and Change: Until 2026, Sauber will continue using Ferrari engines, maintaining technical continuity. However, the switch to Audi as a works team in 2026 indicates a significant shift in technical collaboration and development, especially with the upcoming changes in F1’s engine and chassis regulations.
  • Driver Stability amidst Change: Retaining Valtteri Bottas and Zhou Guanyu provides a stable driver lineup amid these changes. This consistency is essential for performance, as drivers play a crucial role in development feedback and race strategy execution.
  • Long-term Strategic Outlook: The planned transition to Audi in 2026 aligns with broader changes in Formula 1, including new regulations aimed at sustainability and performance. For Audi, entering as a works team offers a platform for brand promotion and technology development, reflecting the automotive industry’s evolving focus on innovation and sustainability.
  • Operational Challenges: The team faces operational challenges in managing these transitions while maintaining competitive performance. Effective management, clear communication, and strategic planning will be key to navigating these changes without adversely affecting the team’s performance on the track.

F1 Team Rebranding

Impact on F1 Fans

The transition of the Sauber team from Alfa Romeo branding to “Stake F1 Team Kick Sauber,” and its eventual evolution into an Audi works team in 2026, has several impacts on Formula 1 fans:

  • Brand Loyalty and Identity: Fans often develop strong loyalties to teams based on brand identity. The departure of Alfa Romeo, a brand with a rich motorsport heritage, may impact fans who were drawn to the team’s historical significance. Conversely, the introduction of a new brand like Audi might attract a different fan demographic, especially those interested in Audi’s technological prowess and automotive legacy.
  • Engagement with New Sponsors: The new sponsorship with Kick.com introduces a different brand narrative and marketing approach. How fans perceive and engage with the new sponsor could influence the team’s popularity and commercial success.
  • Anticipation for Technological Innovation: Audi’s entry into F1, particularly under new engine and chassis regulations, may generate excitement among fans, especially those interested in technological advancements and sustainability in motorsport.
  • Driver-Focused Fan Base: For fans more focused on drivers than teams, the retention of Valtteri Bottas and Zhou Guanyu offers continuity. Their performance and development with the team will continue to be a point of interest.
  • Impact of Competitive Performance: The team’s performance under its new branding and subsequent transition to Audi will be crucial. Success on the track can significantly boost fan support, while struggles might lead to reduced fan interest.
  • Nostalgia and History: Some fans, particularly those who value the history and tradition of F1, might view these changes with nostalgia for past eras. The loss of familiar team names and identities can be a source of disappointment for this segment of fans.
  • Global Fan Base Dynamics: The global nature of F1’s fan base means that reactions can vary widely across different regions. Audi’s strong brand presence in Europe, for example, might resonate differently with fans there compared to other parts of the world.

F1 Sponsorship Deals

The changes in team branding and identity, coupled with the anticipation of new technical partnerships, have the potential to reshape fan allegiances, engagement levels, and overall interest in the team’s journey in the Formula 1 landscape.

Here’s a table summarizing the pros and cons of Sauber returning to F1 in 2024:

Sauber regains control over its own brand and identityLoss of Alfa Romeo’s financial and technical support
New sponsorship deal with Kick.com brings financial stabilitySauber name might be temporary as Audi takes over in 2026
Experienced drivers Bottas and Zhou provide consistency and potential for pointsTransition to new regulations and Audi power unit in 2026 could be challenging
Partnership with Audi in 2026 secures long-term future and factory supportPressure to perform well with increased expectations from Audi
Opportunity to compete for higher positions in the Constructors’ ChampionshipUncertain impact of Kick.com sponsorship on team culture and direction


Overall, these developments reflect the dynamic nature of Formula 1, where team identities, technical partnerships, and sponsorship arrangements can significantly influence both on-track performance and off-track operations.

For the upcoming 2024 season, the team has confirmed an unchanged driver lineup, retaining both Valtteri Bottas and Zhou Guanyu. This continuity of drivers will be a key factor as the team navigates these transitional phases​​.

To stay updated on the latest in Formula 1, particularly with the Sauber team’s transition and Audi’s future involvement:

  • Subscribe to F1 newsletters.
  • Follow teams and drivers on social media.
  • Join F1 forums and fan groups.
  • Regularly check official team websites.
  • Watch races and behind-the-scenes content.
  • Listen to motorsport podcasts and watch vlogs.

These steps will keep you informed and engaged with the evolving dynamics of Formula 1.

Sauber, Formula 1

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