Sauber F1 team teases another name change after fan backlash to FIA announcement

19 December 2023 , 17:54

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The Sauber F1 team will have completely different branding next season (Image: Getty Images)

Sauber are planning a second name change in as many weeks after an underwhelmed response to their new identity.

Last Friday, the official entry list for the 2024 Formula 1 season was published by the FIA. And it confirmed the exit of the Alfa Romeo brand as the Sauber team reassumed that identity for the first time since 2017.

The new team name was listed as 'Stake F1 Team Kick Sauber' with other sponsors filling the hole vacated by Alfa Romeo. Gambling firm Stake was given the main naming rights while video streaming service Kick became the chassis sponsor.

But it did not go down particularly well with fans. Many criticised the over-commercialisation of the name while most insisted, probably correctly, that the team will still simply be called Sauber by most.

Perhaps in response to that reaction, the team is planning another change of guise. In a surprise social media statement on Tuesday, Sauber - still using the Alfa Romeo branding on their accounts - hinted at another announcement on January 1st.

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The statement, which followed the kicker: "If you think you already know, think again..." read: "It seems our recently released team name has been getting a lot of attention...

"While we're not ready to unveil the final results yet, we are aware of what's at stake. Rest assured, we're on a mission to unleash the most exciting team identity this team has ever seen. Gone are the days of the short and sweet. We're cooking up a feast."

Whatever guise in which the team begins the 2024 season, it will only be a temporary identity. From the 2026 season, the Sauber outfit will transform fully into the Audi works team as the German carmaker makes its official entry into F1.

Team representative Alessandro Alunni Bravi has previously explained why Audi are waiting for another two years before making their grand entrance. He said: "It's not a limbo period - we build our future here and now, it's not that there is a separation between the Sauber period and the Audi period.

"We are working since the beginning of the year with our group CEO Andreas Seidl for this transformation process. The entry of Audi in Formula 1 as of 2026 is big news for the entire F1 community, not just important for Sauber to be chosen as a strategic partner. I think all Formula 1 will benefit from this."

Daniel Moxon