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Alfa Romeo Joins the Esports Race With Kick Collaboration

Formula 1’s Sauber Group takes its spot on the digital grid for the F1 Esports Pro Championship

Swiss motorsport company Sauber Group is partnering its esports team with Kick in a title partnership to establish Alfa Romeo F1 Team Kick Esports.

The partnership will see the team compete in the F1 Esports Pro Championship under this banner, with the primary objective of winning the World Championship title and making history by bringing it to Hinwil for the first time.

In addition, the collaboration represents a seamless progression for Kick, a rapidly growing live-streaming platform, as it expands its presence in the world of esports, which is set to play a crucial role in the platform’s long-term growth strategy.

Akhil Sarin, director of acquisition at Kick “We are thrilled to announce our exciting partnership with Alfa Romeo F1 Team Kick Esports, where we look to redefine the way, the world engages on esports. Together with Sauber Motorsport’s esports team, we aim to unlock a new era of immersive gaming experience, connecting fans worldwide like never before.”

The future of esports

“With Kick’s continued platform advancements and the team’s unparalleled skill, there is no doubt this will create an experience of thrilling gameplay while captivating audiences by fuelling their passion for esports. Esports enthusiasts can look forward to witnessing the future of gaming, where every moment is electrifying, and every victory is celebrated in real-time,” said Sarin.

The partnership with Alfa Romeo F1 Team Kick Esports will also allow both brands to explore synergies and maintain their connection with a young, engaged, and global audience.

Drivers of Alfa Romeo F1 Team Kick Esports, whose lineup will be revealed soon, will transition to exclusive streaming on Kick. They will share between two and five hours of weekly content through their individual channels on the platform.

Alessandro Alunni Bravi, team representative said, “The strategy for our Esports team is one of growth, and this partnership with Kick will help us in this direction, bringing us in front of a new audience and a completely different demographic.”

Written By

Isa Muhammad is a writer and video game journalist covering many aspects of entertainment media including the film industry. He's steadily writing his way to the sharp end of journalism and enjoys staying informed. If he's not reading, playing video games or catching up on his favourite TV series, then he's probably writing about them.

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