Alfa Romeo undergoes name change for 2023 with new sponsor

Sauber Media

F1 News

Alfa Romeo opts for a new name in 2023
27 January 2023 at 08:16
Last update 27 January 2023 at 08:32
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  • GPblog.com

Alfa Romeo has hooked up a new title sponsor for 2023. The betting company Stake is Alfa Romeo's new title partner, meaning the team will now go through life as Alfa Romeo F1 Team Stake.

Stake was founded in 2017 and the company known mainly for technology and gambling is managed by Medium Rare NV. Stake will feature on Alfa Romeo's car from 2023, in which Valtteri Bottas and Guanyu Zhou will take seats. This is a multi-year deal.

''We welcome Stake as a new co-title partner for the team in what represents the start of a new era for us both. Formula One has seen a huge increase in interest over the last few years and the arrival of brands such as Stake are representative of the massive exposure our sport can offer. 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,'' said Sauber Group's newly appointed team representative Alessandro Alunni Bravi.

For Stake, becoming part of an F1 team is also almost a dream come true, according to co-founder Bijan Tehrani. ''We could not be more thrilled to join a legendary F1 team that shares with us the same ambitions of growth and success. 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, growing audience engagement in the digital arena.''

Whether the car will also undergo an entire change in livery due to the new title sponsor remains to be seen. This will be a title partner, but that role will have to be shared with the other title partner Alfa Romeo. When Alfa Romeo leaves at the end of 2023, Stake's role and visibility may increase.