In a striking move within the F1 world, Sauber Motorsport has unveiled Kick.com as the new naming rights holder for its 2024 chassis. The KICK Sauber C44 will mark a new era for the team, as they transition away from the Alfa Romeo partnership and prepare for Audi’s takeover in 2026.
Between the lines
- Sauber Motorsport has partnered with Kick.com, granting naming rights for the 2024 chassis, the KICK Sauber C44.
- The partnership emerges post-Alfa Romeo’s exit and precedes Audi’s full integration into the team in 2026.
- Kick.com, a rising star in live streaming, aims to revolutionize F1 fan engagement through this collaboration.
- The Sauber team retains its driver lineup with Valtteri Bottas and Zhou Guanyu for the 2024 season.
Go deeper
Sauber’s relationship with Alfa Romeo has come to a close after a five-year stint, paving the way for new opportunities. With Audi set to step in by 2026, Sauber is re-embracing its roots, returning to its original moniker for the interim years. The Kick.com deal signifies a significant stride in Sauber’s journey, showcasing the team’s adaptability and forward-thinking approach.
Kick.com’s branding was already visible on the C43 during select races in the 2023 season, signaling the growing ties between the streaming service and the motorsport team. The announcement of the naming rights for the 2024 chassis cements this relationship, highlighting Kick.com’s commitment to making an impact in the F1 sphere.
The partnership is more than just a branding exercise; it’s a statement of intent. Sauber and Kick.com share a common vision of innovation and fan engagement. With the world of F1 being as fast-paced as Kick.com’s content, the synergy is undeniable. The streaming platform’s disruptive approach to live sports is set to inject a fresh dynamic into how fans interact with the sport.
Sauber’s decision to retain both Bottas and Guanyu for the 2024 season underlines the team’s desire for stability and growth. As the team navigates through a period of transition, the consistency in its driver lineup provides a solid foundation for achieving its ambitious goals.
This latest development is a testament to the ever-evolving landscape of Formula One, where technology, media, and racing combine to create a thrilling spectacle. As Sauber embarks on this new chapter with Kick.com, the F1 community eagerly anticipates the innovative experiences that will unfold. Keep your eyes peeled and your engines revved for what promises to be an exhilarating ride into the future of motorsport.
