Formula 1 has always been a high-stakes business, but in recent years, the grid has been reshaped by an influx of crypto and betting brands. One of the most significant partnerships to emerge is Stake.com’s sponsorship of Sauber, now officially named the Stake F1 Team.
With crypto in Formula 1 and online betting companies taking a more prominent role, this shift signals a new era in the sport’s financial ecosystem. But what does it mean for the teams, the fans, and the future of F1 sponsorship deals?
Stake.com’s Bold Move into Formula 1
After serving as a co-title sponsor in 2023, Stake.com took over Sauber’s title sponsorship for the 2024 and 2025 seasons, marking one of the most ambitious partnerships in modern F1. This move came after Alfa Romeo’s exit, opening the door for Stake to make a record-breaking deal, rumored to be worth $100 million.
Notably, this is the first time an online betting company has served as an F1 team’s title sponsor, a clear sign that motorsport is embracing the digital gambling industry like never before.
Why is Stake.com so invested in Formula 1?
Founded in 2017, Stake.com has rapidly grown into one of the world’s leading crypto betting platforms, offering an innovative approach to online gaming through cryptocurrency transactions. Unlike traditional bookmakers, Stake.com allows users to bet using Bitcoin, Ethereum, and other cryptocurrencies, making transactions faster and borderless.
This tech-first mindset aligns well with Formula 1’s innovation-driven culture, where cutting-edge technology is at the heart of the sport. F1 teams are constantly pushing the boundaries of engineering, and Stake.com mirrors this approach in the online gaming industry by leveraging blockchain technology for transparency and fairness.
Additionally, F1's shift toward a younger, digital-savvy audience aligns with Stake’s target demographic. As crypto adoption grows, so does the number of fans who are comfortable with digital currencies, making the partnership between Stake and F1 a strategic move for both parties.
How Stake F1’s Sponsorship Model Stands Out from Competitors
Many F1 teams rely on traditional automotive, technology, or financial services sponsors, but Stake.com is approaching sponsorship differently,
Cross-Sport Collaborations
Stake leverages its partnerships with UFC, football clubs (Everton FC, Watford), and celebrity ambassadors (Drake, Sergio Agüero) to create cross-sport promotions that draw fans into F1.
Unique Fan Experiences
The team has promised exclusive perks for Stake users, including VIP race weekend experiences, access to behind-the-scenes content, and potential in-game betting integrations during live F1 races.
Brand Integration in Digital Spaces
Unlike traditional F1 sponsors that focus on logo placements, Stake has tapped into streaming and influencer marketing, using Kick.com (a Stake-linked streaming platform) to engage fans in new ways.
Data-Driven Engagement & Personalization
One of Stake.com’s biggest advantages is its data-driven approach to fan engagement, leveraging user behavior and analytics to create personalized experiences for F1 fans. Unlike traditional sponsors who rely on broad marketing campaigns, Stake uses real-time betting trends, fan interactions, and digital engagement metrics to tailor content, promotions, and activations.
For example:
- Custom betting offers – Fans may receive personalized F1 betting promotions based on their past engagement, favorite teams, or previous race-day activity.
- Dynamic race-day experiences – Stake could integrate live race data into its betting platform, offering fans in-race micro-betting options that evolve as the race unfolds.
- AI-powered fan insights – By tracking how fans engage with Stake F1 content across digital platforms, the company can adjust its marketing efforts in real-time, ensuring a more immersive and interactive sponsorship experience.
This data-driven personalization is something few F1 sponsors have fully leveraged, giving Stake.com a competitive edge in making their sponsorship feel more interactive and fan-centric.
This innovative approach to sponsorships could reshape how teams interact with their partners, moving beyond simple branding toward interactive, digital-first engagement models. With a driver line-up of Nico Hülkenberg and rising star Gabriel Bortoleto, the Stake F1 Team is blending experience and youth, aligning with the brand’s innovative and future-forward approach.
The Role of Social Media & Influencer Marketing in Stake’s F1 Expansion
Beyond traditional sponsorship methods, social media and influencer marketing have become key elements in Stake.com’s F1 expansion strategy. The rise of digital engagement platforms like Kick.com, TikTok, and YouTube has given brands like Stake the opportunity to interact with fans in real time, going beyond static branding.
Stake has already collaborated with major influencers and celebrities, including rapper Drake and football legend Sergio Agüero, to promote their brand in unique ways. This opens the door for similar activations in F1, where streaming personalities, content creators, and former drivers could bring Stake F1 closer to a younger audience. With live race watch-alongs, behind-the-scenes team content, and betting insights delivered by influencers, Stake.com is pioneering a new era of digital fan engagement.
As social media continues to dominate global sports marketing, expect Stake F1 Team to integrate influencer-driven content and real-time social media activations to strengthen its presence in Formula 1.
The Rise of Crypto & Betting Brands in Formula 1
Formula 1 has evolved from traditional automotive and tech sponsors to a sport heavily backed by crypto and betting firms. But why are these industries so interested in F1?
- Global exposure – F1 is a worldwide sport, with races in major cities like Las Vegas, Monaco, and Singapore, all of which have strong connections to the betting and gambling world.
- Tech-savvy audience – F1’s growth among younger fans aligns perfectly with crypto enthusiasts and online betting users, making it a prime marketing opportunity.
- Massive betting market – The rise of F1 team sponsorship revenue from betting companies coincides with increased interest in F1 betting odds, especially in markets like the U.S. and Europe.
Notable betting and crypto sponsors in F1 include…
- Stake.com (Stake F1 Team)
- OKX (McLaren’s crypto partner)
- Gate.io (Red Bull Racing’s crypto partner)
- Tezos (previously with Red Bull Racing and McLaren)
Formula 1 has seen a shift in sponsorship dynamics, with traditional partners like tobacco, oil, and banking companies making way for crypto exchanges and sports betting firms. This trend has financially boosted the sport, with new sponsors injecting millions into teams and the F1 ecosystem.
Financial Impact on Teams
Crypto and betting companies have deep pockets and are willing to outbid traditional sponsors, helping smaller teams like Sauber (now Stake F1 Team) secure significant financial backing.
The influx of crypto sponsorship money has helped offset rising team budgets, car development costs, and driver salaries.
In 2023, crypto sponsorship deals in F1 were estimated to be worth over $100 million, and Stake.com’s record-breaking deal with Sauber is further proof of the sector’s growing influence.
Impact on F1 Betting Markets
The growth of F1 betting odds has led to increased fan engagement, with sportsbooks offering in-race betting options (e.g., predicting pit stops, lap times, and race leaders).
The rise of crypto in Formula 1 betting has made placing bets faster, anonymous, and accessible to global users, breaking down barriers for international fans.
How F1's Expansion in the U.S. Benefits Betting & Crypto Brands
The United States has become a key battleground for crypto betting sponsorships in F1, thanks to the three U.S. races (Miami, Austin, Las Vegas), creating prime opportunities for sportsbooks to market betting on F1 races.
There’s also legalized sports betting growth in states like Nevada, New Jersey, and New York, where millions of fans can now legally place F1 bets.
The Las Vegas Grand Prix is also worth a special mention. In 2023, it shattered F1 betting records, with sportsbooks like BetMGM reporting three times the number of bets compared to any other race.
For brands like Stake.com, this presents a golden opportunity to attract American bettors and expand its global reach.
What’s Next for F1 Sponsorships?
So, what’s the future of F1 sponsorship deals? Here are some bold predictions…
- More betting & crypto brands – Expect even more crypto exchanges, blockchain projects, and online sportsbooks to enter the sport. With Las Vegas’ Grand Prix booming, gambling-related sponsorships are likely to expand.
- Deeper fan engagement – Sponsors like Stake.com are not just about branding; they’re creating interactive content, exclusive betting perks, and influencer partnerships. Expect this trend to grow.
- Regulatory considerations – While betting sponsorships thrive, some regions may introduce stricter advertising rules, which could impact how these brands market themselves in F1.
- More digital activations – With Stake F1’s involvement in Kick.com (a streaming platform linked to Stake), F1 sponsorships could shift toward digital-first engagement rather than traditional TV exposure.
A New Era for F1 Sponsorships
The Stake.com F1 partnership is more than just a sponsorship; it’s a strategic move that reflects the evolving landscape of Formula 1. Crypto in Formula 1 and betting brands are set to play a bigger role in funding teams, engaging fans, and shaping the future of the sport.
The question now is: Will other teams follow suit, or will F1's partnership model shift yet again in the coming years? One thing is for sure; the business of F1 sponsorships is more dynamic than ever!