Stake, title sponsor of the Stake F1 Team KICK Sauber, redefined the boundaries of sports sponsorship during the recent Formula 1 Brazilian Grand Prix.
The betting operator successfully transformed São Paulo into an electrifying hub of fan engagement, demonstrating a forward-thinking model for how major brands can authentically connect with the motorsport community.
Stake’s engagement efforts, which brought the thrill of the grid to an estimated 300,000 spectators, began ahead of the race weekend, offering fans and valued partners exclusive access to the team.
The week kicked off on Wednesday, November 5th, with an intimate, two-hour session featuring Brazilian racing talent, Gabriel Bortoleto. Twenty special guests, including VIP clients and select content creators like Cartolouco, Millerzeira, and Racingbr were hosted in a private suite in São Paulo for a meet-and-greet and exclusive content recording. Every guest received an autographed item from Gabriel, took photos, and participated in a relaxed Q&A session, creating a priceless, personal connection to the sport.
Fusing global icons with the F1 grid
Highlighting the unique power of Stake’s global athlete roster, the presence of football legend Sergio Agüero and reigning UFC champion Alex Pereira was central during the weekend. The two Stake-sponsored athletes engaged with the drivers and the team throughout the event, creating high-value and memorable moments for the fans. This fusion of football and fighting legends with motorsport excitement resonated deeply, bringing an extra layer of global athletic passion to the already electric atmosphere of the Brazilian GP.
A New era for sponsorship
Andrea Di Nizo, Country Manager of Stake Brazil, said:
At Stake Brazil, we are not only putting our name on one of the biggest sports in the world; we are bringing the excitement of the grid directly to the fans. By connecting with thousands of spectators and offering exclusive experiences with Gabriel, Agüero and Pereira, we have set a new standard.
Stake is showing how a true partnership with fans should be built — by putting them at the centre of the action. And above all, by celebrating the athletes that Brazilians admire, who inspire and connect different passions within the world of sports.
The event was a testament to Stake’s deep understanding of the Brazilian market and the passion of F1 fans. By prioritising genuine access and high-quality entertainment, Stake Brazil is successfully shaping a new age of sponsorship where the main attraction is bringing the community together and transforming big sports events into a space for new experiences.
