Sauber Exits F1 as Audi Era Begins, Taking Kick and Stake Sponsors With It

Audi's full takeover of Sauber marks the end of both the Swiss team's identity and its controversial title sponsorship arrangement with gambling-linked brands Kick and Stake. The Australian-backed entities, which shared ownership and branding across Sauber's livery, will not transition to the new Audi F1 project starting in 2026.

Why it matters:

This sponsorship purge represents a strategic recalibration for Audi as it enters F1's premium marketing ecosystem. The departure of gambling-associated brands aligns with F1's evolving commercial standards while positioning Audi to attract mainstream corporate partners essential for long-term brand value. The move also highlights how manufacturer entries increasingly demand sponsor profiles matching their global corporate image.

The Details:

• Kick and Stake's exit concludes a partnership that drew scrutiny due to their gambling industry ties, despite F1's recent relaxation of advertising rules for such entities in certain markets.
• New Sponsorship Portfolio: Audi has secured Revolut as title sponsor, replacing Kick/Stake's prominent placement. The financial technology company joins established brands including adidas (technical apparel), bp (fuel and lubricants), and German brewery Paulaner in Audi's official partner lineup.
• Strategic Shift: The German automaker deliberately avoided carrying over Sauber's existing commercial agreements, opting instead for partners with broader consumer appeal that align with Audi's premium automotive positioning.
• Brand Visibility: Unlike Sauber's livery which featured Kick/Stake across multiple car surfaces, Audi's design will emphasize its corporate identity with partner logos integrated in compliance with F1's updated branding regulations.

What's next:

The sponsorship transition reflects Audi's intention to operate as a full factory team rather than merely acquiring Sauber's entry. With Revolut's title deal reportedly worth significantly more than Kick/Stake's combined contribution, Audi demonstrates its commitment to competing at the sport's financial forefront.

• The new partnership structure positions Audi to leverage F1's global platform for electric vehicle marketing, particularly as the sport accelerates its own sustainability initiatives.
• It remains unclear whether Kick and Stake will seek alternative F1 partnerships, though industry sources suggest their gambling-focused model may face increasing resistance from teams pursuing manufacturer-level sponsorships.
• As Audi finalizes its 2026 power unit development with Sauber's Maranello-based engine partner, the clean sponsorship break underscores the German marque's determination to establish its own identity within the paddock.