Risk announce major new sports partnership as brand movements into Formula One along with Alfa Romeo F1 Group Stake

Home » Risk announce major new sports partnership as brand movements into Formula One along with Alfa Romeo F1 Group Stake


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Stake, one the most recognizable entertainment and lifestyle brands in the world, announced a partnership with Sauber Motorsport’s Alfa Romeo Formula One Team, 2023 and beyond.

Stake was founded in 2017 by a group technology and betting professionals. The move to motorsports is a major step in their ambitions to be internationally recognized.

This will allow Stake to be more well-known to a wider audience, which will allow the brand to diversify their fan base.

Already, the brand boasts a large global sponsorship portfolio, including partnerships with Drake, Premier League club Everton Football Club, Argentine football legend Sergio Aguero, and UFC.

Stake has a 22-country race calendar with 24 races. They are looking for ways to activate across territories through targeted campaigns. This could include a special livery in one market or a street-demo about another race weekend.

Stake will help Alfa Romeo F1 Team Stake fans by creating a calendar with worldwide experiences and events that can be used in conjunction with the F1 calendar.

Bijan Tehrani is the co-founder of Stake. “We couldn’t be more excited to join an F1 legend that shares our ambitions for growth and success. Through brand integration and activation, Alfa Romeo F1 Team Stake will increase our fan engagement. We are committed to improving race weekends through creating unique experiences for Alfa Romeo F1 Team Stake supporters, and increasing audience engagement in digital.

Andreas Seidl CEO of Sauber Group: “We are delighted to welcome Stake as a title partner for our team in what is the beginning of a new era. Formula One has experienced a significant increase in interest in recent years. Brands such as Stake have shown how much our sport is worth. We are thrilled to be part of such a diverse portfolio of entertainment and sports brands, and we look forward to the activation program that Stake will reveal for our fans.”

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