The Stake F1 Team Kick Sauber will compete as "Kick Sauber" at the Dutch Grand Prix in Zandvoort, forced by strict local gambling advertisement laws. This marks the second time this season the team has had to drop its title sponsor's name, having also done so at the Belgian GP.
Why it matters
This incident highlights a growing trend in Europe where countries are implementing stringent regulations against gambling advertising in sports. These laws impact multi-million dollar sponsorship deals in global sports like Formula 1, creating significant marketing challenges for teams.
The details
- Since January 2025, Dutch law prohibits all forms of gambling advertising at sporting events.
- The team's main sponsor, Stake, an international betting platform, will have its name removed from cars, overalls, and official team documents.
- This is not an isolated case; similar advertising bans are already in effect or are being tightened in countries like Belgium, Spain, Italy, and France.
- For Sauber, this means constant adjustments to their branding depending on the country where races are held.
The big picture
While Stake pays millions for naming rights, these rights cannot be exercised in key European markets. This puts Sauber in a marketing dilemma, navigating national legal landscapes while fulfilling sponsorship obligations. Despite these off-track hurdles, drivers like Nico Hülkenberg, who secured a podium finish this season, remain focused on performance.
What's next
National regulations can override even large-scale F1 commercial agreements. The team will face another name change next year when it transitions to Audi.