Stake, title sponsor of the Stake F1 Team KICK Sauber, delivered an extensive activation programme during the Formula 1 Brazilian Grand Prix, presenting a model for how iGaming operators can integrate sponsorship with large-scale fan engagement. The company’s activities transformed parts of São Paulo into branded experience zones ahead of and during the race weekend, reaching an estimated 300,000 attendees.
Stake opened its programme on November 5 with a two-hour session featuring Brazilian racing driver Gabriel Bortoleto. Twenty invited guests, including VIP clients and content creators such as Cartolouco, Millerzeira and Racingbr, met Bortoleto in a private suite for interviews, photos and a Q&A session. Guests also received signed memorabilia as part of the engagement.
Across the weekend, Stake leveraged its wider athlete partnerships, with football figure Sergio Agüero and UFC champion Alex Pereira taking part in team interactions, media content and fan-facing moments. Their presence generated crossover interest by combining audiences from football, combat sports and motorsport.
The activation reflects Stake’s wider strategy to deepen its association with Formula 1 through experiential marketing, athlete integration and on-site content creation.
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.”
