Stake.com’s Foray into Formula 1
Strategic Entry: Title Sponsorship & Licensing
Since early 2023, Stake.com, the crypto-backed online gambling platform, emerged as the title sponsor of the Sauber F1 team (now known as Stake F1 Team KICK Sauber). The deal reportedly spans into 2025, worth an estimated $100 million over three years. It is the company’s most high-profile move to date, giving Stake global recognition as a major player in the iGaming and crypto sectors.
Despite gambling ad restrictions in many countries, the team deftly alternates between “Stake” and “Kick” branding—promoting its cryptocurrency gambling arm when allowed, and shifting to Kick.com branding where ad bans apply. This gives Stake continuous trackside visibility while staying compliant, a smart workaround to maximize exposure.
Branding Blitz: From Livery to Steak
Stake’s bold marketing approach truly stands out. In January 2025, they rolled out the “Hustlin’ Harder” campaign and a striking livery redesign, generating buzz across F1’s fanbase. Their creativity went next level at the 2025 Japanese GP—a “steak-wrapped” car livery, complete with themed merch like “Meat Pad” mousepads and Stake Sauce, which reached 7 million+ impressions within 24 hours. That is an influencer-grade impact in a traditionally conservative sport.
Social media lit up instantly. With hashtags like #HustlinHarder and content dissecting the steak livery across Twitter and TikTok, Stake triggered extensive fan discussion
Market Influence: Changing Betting Sentiment
Interestingly, the branding had ripple effects beyond just likes and retweets. Following the high-profile season opener and livery reveal, betting markets—including those on Stake.com—adjusted their odds in favor of Stake’s F1 team. Even without a major uptick in on-track results, perception shifted: where once the team was mid-pack, now punters began placing more bets on podium finishes. That doesn’t just reflect hype—it shapes it, further boosting Stake’s standing in gambling markets.
Audience Expansion: Fan Engagement & Streaming
Stake’s strategy cleverly spans across platforms. Through a partnership with Kick.com—a livestreaming platform also backed by Stake—they deliver immersive, behind-the-scenes interactions like drifting showcases and dual camera feeds from the cockpit. This not only broadens viewership beyond typical F1 broadcasts but also drives real-time engagement through interactive comments, subscriptions, and on-site ads.
Kick operates as both a brand and a compliance solution—extending Stake’s presence in markets where direct gambling ads are illegal. It’s a streamlined extension of Stake’s ecosystem, turning viewers into potential users.
Commercial Synergy: Partner Ecosystem
The F1 platform has attracted other major commercial partners. For instance, an American fuel giant, Sunoco, joined the fold with a two-year activation deal covering three U.S. Grands Prix—Miami, Austin, and Las Vegas—boosting Stake’s commercial credibility . Meanwhile, digital-ad specialist Aleph was brought on to push global digital transformation through the F1 programme. These collaborations deepen the team’s revenue streams and position Stake as more than just a front-of-car sponsor—it’s a lead activator in a fully integrated commercial strategy.
Navigating Compliance: Smart Branding Shifts
In nations like Australia, the Netherlands, and Saudi Arabia, gambling ads are restricted or banned. Stake’s solution: the “Kick F1 Team” identity. During the Dutch GP (August 2024), the team had to drop ‘Stake’ branding entirely and race as “Kick Sauber”—a move that complied with regulations but maintained continuity in messaging. Additionally, the dual branding reduces risk and diplomatic friction: Stake gains legitimacy where allowed, Kick provides a compliant replacement where it is not.
Business Impact: Revenue, Reach & ROI
1. Revenue Generation
Betting volume growth: Increased bets and tighter odds boost Stake’s core sportsbook revenues.
Commercial partnerships: Deals with Sunoco, Aleph, and others add steady secondary income.
Merchandise & digital assets: Steak-themed merch and online promotions bring in direct sales.
2. Brand Equity & Reach
Global visibility: F1 broadcasts reach 500+ million viewers globally, delivering massive brand impressions.
Digital traction: 7+ million social engagements in a day mean real brand recall and discussion.
Fanbase crossover: F1’s affluent, engaged audience overlaps with Stake’s target demographic—crypto enthusiasts with disposable income.
3. Ecosystem Integration
Stake, Kick, and Sauber are interwoven: livery, livestreams, betting markets, merch, and activations reinforce each other, creating a high-velocity funnel from exposure to user action. Using dual-brand livery smartly extends reach into restrictive markets.
Challenges & Risks
Regulatory scrutiny: Stake’s global profile invites pressure from regulators monitoring gambling and crypto sponsorships.
Reputation risks: Reddit commentary highlights concerns about targeting minors and pushing unregulated gambling streams via Kick. Stake must manage perceptions carefully.
Performance expectations: Without sustained on-track results, the brand could be seen as paying for branding with minimal racing legitimacy. F1 finish positions could influence long-term ROI and partner sentiment.
Long-Term Implications
As Audi officially joins Sauber in 2026, Stake’s role may shift—possibly towards secondary branding or different activations. But the current Stake-Kick F1 era (2024–2025) has done more than slap a logo on a car—it has:
Repositioned Stake’s brand as provocative, tech-savvy, and youth-oriented.
Demonstrated how sponsorship in elite sport can be engineered for digital ecosystems.
Raised the bar in sponsorship creativity with experiential design (steak liveries, interactive streams).
Conclusion: A Pioneering Playbook
Stake’s foray into Formula 1 is a masterclass in modern sponsorship strategy—bold visuals, digital-first mindset, platform synergy, and legally nimble branding. Business-wise, it enhances revenue streams (betting, merchandising, partnerships), elevates brand recognition on a global stage, and integrates seamlessly with Stake’s broader ecosystem.
The long-term impact depends on whether Stake sustains competitive performance and manages regulatory spotlight. But regardless of on-track success, the Stake F1 Team has already catalyzed a major shift in how gambling brands—and indeed any consumer platform—can leverage elite sports to ignite business growth and cultural relevance.
