Stake organizes multi-day Brazilian Grand Prix activation as part of Sauber sponsorship

Stake used its title sponsorship of the Stake F1 Team KICK Sauber to stage multi-day activations across São Paulo during the Formula 1 Brazilian Grand Prix, combining VIP sessions, athlete appearances and events for spectators and partners.

Stake opened its race-week engagements on November 5, with a two-hour session involving Brazilian driver Gabriel Bortoleto. The operator invited 20 guests — including VIP clients and content creators Cartolouco, Millerzeira and Racingbr — to a private suite in São Paulo. Each attendee received an autographed item, joined a photo session, and participated in a Q&A and content recording opportunity.

Stake said these activities formed part of its pre-race plan to offer access to the team and its affiliated athletes before crowds arrived at the circuit.

Stake also introduced cross-sport elements into the event by bringing football figure Sergio Agüero and UFC champion Alex Pereira to the Grand Prix. Both athletes are sponsored by the operator and met with drivers and team members during the weekend. Their appearances were integrated into Stake’s scheduled engagements with fans and partners.

“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,” said Andrea Di Nizo, Country Manager of Stake Brazil. “By connecting with thousands of spectators and offering exclusive experiences with Gabriel, Agüero and Pereira, we have set a new standard.”

Stake reported that its activities reached an estimated 300,000 spectators across the Brazilian GP weekend. The operator said its approach centred on connecting participants with the grid and delivering direct interaction opportunities tied to the Stake F1 Team KICK Sauber program.

“Stake is showing how a true partnership with fans should be built — by putting them at the centre of the action,” Di Nizo added. “And above all, by celebrating the athletes that Brazilians admire, who inspire and connect different passions within the world of sports.”

Stake said the actions taken during the race week were supported by its familiarity with the Brazilian market and the established following for Formula 1 in the country. The operator added that it intends to continue structuring activities around access points that bring fans, guests and sports communities together at major events.