Sauber restarts with KICK!

After five seasons under the name Alfa Romeo, the Sauber team needed a new impetus, a new starter to restart the machine while waiting to officially evolve under the Audi banner.

This restart, as announced this morning, will therefore take place with the complicity of the “Kick.com” brand already seen on the body of the C43 this season. By acquiring the naming rights for the 2024 chassis, the streaming platform, which has experienced exponential growth since its launch in 2022, is strengthening the already existing close ties with the Swiss team.

« Sauber has always been synonymous with innovation, disruption and defying convention, welcomes Alessandro Alunni Bravi, team representative. The partnership with Kick.com is the latest and boldest manifestation of the philosophy that drives us. The platform is redefining the way live streaming is done and will take the same disruptive approach to the world of Formula 1. With Kick.com, our goal is to take the next step in finding new and innovative ways to connect with our fans. »

The words of the Italian manager echo those of Akhil Sarin, the marketing director of the Australian firm for whom “ the move from Major Partner to Chassis Naming Rights redefines the boundaries of fan engagement by delivering an unprecedented experience for motorsport fans around the world. »

The platform, which has 22 million users, intends to continue its meteoric growth in the streaming industry by associating its image with that of “ fast and captivating world of Grand Prix, as Bijan Tehrani, co-founder of the platform, explains. We are delighted to take our collaboration to an unprecedented scale, thanks to our knowledge of motorsport culture and our passion for cutting-edge technologies »

It remains to be seen whether the kick will be a saving grace and will allow the Hinwil team to regain the lead in the middle of the grid in 2024, a goal it has set for itself while waiting to adopt the Audi name by 2026. .