WHAT’S AT STAKE?
Sauber recently announced their rebrand from Alfa Romeo F1 Team Stake to Stake F1 Team. What does this actually mean for new and current Formula 1 fans. Well the last significant rebrand in the sport was in 2021 when Renault changed to Alpine. Which really changed the liveries and driver direction. Focusing on their french roots.
Since then there have been minor name adjustments in team names. In the end Stake F1 Team will only really exist for a couple years as Audi will replace them in 2026. So in the end it is more of short term team rebrand.
What will really be interesting to see is the new livery for the cars as Stake primarily uses black and a neon/bright green. Whereas Alfa Romeo used red, black, white, and sometimes green to represent their Italian heritage.
I think it will allow the team to have fresh image and position in the standings. Alfa Romeo's best finish was 6th in 2022 with their most common finish being 8th. If Stake are able to invest and get good results from their drivers A 7th place finish might be a good target to achieve. Their direct rivals being Haas & Alpha Tauri next season based on recent performances. But, if they can catch up to the likes of Williams, Alpine, and Aston Martin then they could be putting the groundwork for Audi's takeover in 2026.
There has been a lot of criticism of the brand for being a betting company and its effects on people. A topic for a different blog but looking at the brand as "new" team, I think it is a fantastic rebrand. Considering Renault's rebrand to Alpine has also ended in success. With Alpine achieving 1 race win, 4 podiums, and 448 points in their first 3 years. While Renault achieved 0 race wins, 3 podiums, and 394 points in the 3 years prior to the rebrand. Stake will look for a similar outcome where they can out do Alfa Romeo's results of 0 race wins, 0 podiums, and 84 points from 2021 to 2023.
I don't believe that Stake has much to lose in this short term deal. They will gain exposure for Stake and their subsidiary Kick. I can also see their liveries and merchandise being well received. As for racing success, they do have a hill to climb after finishing 9th in 2023 but nothing that an exciting new season can't bring about.
