Alfa Romeo F1 team announces "decisive entry" into streaming with Kick.com hours after partnering with Stake as title sponsor

After announcing Stake as their title sponsor and lifestyle partner, Alfa Romeo F1 Team has revealed that they are entering the streaming space by partnering with Kick.com. The "decisive entry" into the content creation space aims to bring the Alfa Romeo F1 brand into the digital world of livestreaming.

Kick.com is an up-and-coming streaming platform that has been the subject of much debate in recent months thanks to the support of Twitch star Trainwreckstv. The new platform is owned by Stake.com, the crypto-gambling website turned lifestyle brand, and has ruffled quite a few feathers, with F1 YouTuber Tommo calling the move an "L."

"KICK branding will feature prominently...": Stake-owned streaming platform partners with Alfa Romeo F1 team

Alfa Romeo's Stake sponsorship has been described by the Sauber Group as a record-breaking partnership with one of the world's leading lifestyle brands. But gambling websites such as these have been a topic of contention in the streaming space, with Twitch, one of the largest streaming platforms on the planet, recently restricting slots and other crypto-betting games on its website.

Trainwreckstv, one of Kick.com's biggest proponents, has gone on record saying that he earned about $360 million promoting the crypto-casino on his Twitch channel. He became quite a controversial figure for many concerned with the effects of gambling on his audience.

Last month, internet detective Coffeezilla revealed that the streaming platform that was founded a couple of months ago was in fact owned by Stake and that it was modeled as one of the world's biggest "content providers for the gambling industry."

Alfa Romeo's press release confirmed that the streaming platform's branding would be a prominent feature in their F1 and other racing apparel, with more content to be found in the future. It announced:

The same press release also shares a quote shedding light on some of the ways Alfa Romeo's F1 team feature on their website:

The partnership sparks outrage among some F1 fans

While some have been excited by the collaboration between the notable Formula 1 team and Stake, many have shown their disdain for the gambling sponsors on social media. Here are some of the reactions:

About the author

Richik has been specializing in streamer content at Sportskeeda for over 2 years. He also manages a group of writers who craft relevant news and features about content creators on platforms like Twitch, Kick, and Rumble. Prior to Sportskeeda, he interned at The Ken and worked as a reviewer at Blacksof where he fact-checked educational content.

Richik’s love for writing, researching, and archiving, along with his inquisitive nature and longstanding love for video games led him to pursue a career as a gaming journalist. He relies on primary sources for accurate information and ensures that his drafts are proofread, fact-checked, and well-researched.

As a child, Richik spent many a summer vacation playing the 1994 Road Rash with his cousins. Although more of an FPS and open-world fiend now, Richik enjoys single-player RPGs with compelling storytelling, such as The Last of Us franchise, and regularly teams up with his friends to play multiplayer titles like Valorant on PC.

Richik enjoys watching streamer and former esports athlete Shroud, and also finds inspiration in MrBeast's journey to become one of the most well-known content creators worldwide. Interviewing English-Somali YouTuber Sharky, a member of the renowned Beta Squad, was a career highlight for him.

When not writing, Richik likes to read, watch a movie or a game of football.

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