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Stake F1 Team unveils a new identity for 2024 and 2025 to create Formula One’s freshest brand

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There will be a new, fresh brand on the grid as Stake F1 Team makes its debut at the beginning of the 2024 season. Stake, the world’s leading betting, entertainment and lifestyle brand, will become the team’s exclusive Title Partner for the 2024 and 2025 seasons, taking over the exclusive naming rights of the team and establishing a first-of-a-kind brand presence in Formula One.
The unprecedented move is a continuation of the successful partnership established in 2023 and will outline new beginnings for the F1 Team, which will compete in this new identity in 2024 and 2025. The partnership’s fan-centric focus will also be complemented by Stake’s takeover of the team’s social media handles as @stakef1team, reflecting the squad’s new branding.
Stake F1 Team will mark the beginning of a brand new, dynamic and exciting era – one that breaks away from conventional concepts of sports and entertainment sponsorship. It aims to redefine marketing activations in an exciting manner, leaving no tradition untouched and challenging the status quo. In this innovative approach, excitement is the new currency for what promises to be the one of the most engaging teams on the grid. StakeF1 Team is crafted with the aim of keeping the fans front and centre– by bringing a fresh perspective on the intersection of sports and entertainment.
Founded in 2017 by a group of technology and betting industry entrepreneurs, Stake has established itself as a leading presence in the world of sports and entertainment ever since. The stepping up of Stake’s involvement in the world of Formula One further strengthens the brand’s diverse roster of partners which also includes the likes of Canadian superstar Drake, Everton Football Club, the UFC; and many more.
In 2023, the brand’s inaugural year in the Formula One ecosystem, Stake already made its mark via a series of unique activations which have focused on cross collaboration with its other existing brand partnerships. Having successfully reached a broad demographic that extends well beyond the traditional Formula One fan base in its debut year, Stake is planning a series of high-profile experiences to take place during the 2024 F1 calendar – starting with the eagerly awaited launch of the new C44, in February.
Alessandro Alunni Bravi, Team Representative: “Last season represented the start of Stake’s journey in FormulaOne, and the brand’s new role headlining Stake F1 Team represents the natural and exciting next step on this path. Stake not only successfully tapped into Formula One’s growing fan base to enhance its own community; but also introduced a completely new audience to the sport, something that benefitted not only our team but also everyone else in F1. We had the opportunity to participate in some incredible activations with some of Stake’s ambassadors, including Argentine football legend, Sergio Aguero and Indian-Canadian rapper Karan Aujla. 2024 will be a new page and the chance to do more, better, and reach even farther: we are looking forward to an even more exciting calendar of events in this new season.”
Edward Craven, Co-Founder of Stake: “We are thrilled with the opportunity to bring an electrifying and brand-new identity into our Formula One team, kickstarting the F1 season with a bold team name, Stake F1 Team. Fuelled by deep passion for speed, innovation, and pushing boundaries, we are now ideally positioned to take the team to unprecedented heights from 2024 and beyond. The upcoming years will be a thrilling ride with some mind-blowing activations planned that will redefine excitement on and off the track. So, brace yourselves and stay tuned, as Stake F1 Team accelerates towards an exciting future!”
Akhil Sarin, Chief Marketing Officer of Stake: “The past season has been a testament to the marketing and media value that Stake has brought to the F1 team, especially within the digital landscape. The first phase of this partnership has succeeded in increasing global brand awareness for all stakeholders. At Stake, we are prepared to take the team’s reach, fanbase and visibility to unprecedented levels. Our strategy will be focused on delivering unforgettable experiences that highlight our unwavering commitment and dedication to innovation, entertainment, and global connectivity.”
Fans are encouraged to follow Stake F1 Team on https://www.instagram.com/stakef1team/ for the latest updates and https://kick.com/stakef1team for exclusive behind-the-scenes content.

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Esports World Cup Foundation and Lenovo™ Partner to Power the Next Generation of Esports Champions

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Lenovo’s Legion premium gaming brand joins the world’s largest esports event to fuel elite performance and elevate the fan experience through world-class hardware

The Esports World Cup Foundation (EWCF) and Lenovo, announced a partnership to make Lenovo’s Legion brand of gaming devices the Official PC & Gaming Hardware partner of the Esports World Cup 2025 (EWC). Lenovo Legion is the one of the world’s leading gaming ecosystem brands, and will be bring its relentless commitment to innovation and performance to the global stage, empowering EWC athletes to compete at their highest level.

From training rooms to tournament zones, EWC athletes will be equipped with Lenovo Legion Towers, Lenovo Legion laptops, and peripherals – built for elite esports play with advanced thermal systems, high-performance silicon, high refresh-rate displays and low latency keyboards and mice that meet the demands of top-level competition.

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Key models such as the Legion Tower 7i and Legion Tower 5i will feature across the event’s player infrastructure, delivering the reliability and power needed to perform under the intense pressure of elite competition. Designed for esports, both towers offer expansive I/O for a complete gaming setup and Legion Coldfront: Liquid cooling thermal solutions. The Legion Tower 7i boasts advanced cooling and an NVIDIA® GeForce RTX™ 5080 Desktop GPU for the extreme performance that top-tier esports athletes rely on, while the Legion Tower 5i pairs intelligent cooling with the RTX 5070 Ti Desktop GPU to deliver focused, winning gameplay.

EWC will also feature Legion Pro 7i laptops to give attendees the full Lenovo Legion experience. Legion laptops untether elite-level gaming experiences from the desk, allowing gamers to win anywhere they find themselves in competition for the top spot with up to NVIDIA GeForce RTX 5090 Laptop GPUs and Legion Coldfront: Vapor thermal systems, allowing the laptop to deliver up to 250W TDP that brings the most demanding games to life on the 16” PureSight OLED display.

“We’re building the Esports World Cup to set a new global standard — in both competition and the technology behind it,” said Mohammed Al Nimer, Chief Commercial Officer at Esports World Cup Foundation. “Lenovo’s Legion brand understands what elite players need: speed, efficiency, and reliability under pressure. These machines deliver the competitive edge required on the world’s biggest stage, and together we’re pushing the limits of performance — while delivering an experience that meets the expectations of athletes, fans, and the future of global esports.”

“Lenovo Legion equips gamers around the world with outstanding devices to help them achieve their goals and reach their impossible,” said Volker Düring, VP, PC Gaming Business, Lenovo. “The Esports World Cup is the ultimate forum for the world’s best gamers to showcase their mettle and emerge at the top of the world leaderboards, and when the best gamers compete on Lenovo Legion devices, anything is possible.”

As part of the partnership, Lenovo’s Legion branding will appear across EWC’s global broadcast, digital content, and onsite experiences, including fully equipped festival zones with PCs, gear, and laptops available for attendees to play on-site, helping drive deeper engagement with fans while highlighting the ecosystem that supports world-class gaming.

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Fans can expect exclusive content, player-focused storytelling, and digital activations across Lenovo Legion’s social channels, offering an inside look at the road to victory – and the technology that powers it.

Returning to Riyadh, Saudi Arabia, from July 7 to August 24, 2025, the Esports World Cup will unite global gaming communities for a celebration of esports culture. With 25 tournaments across 24 games, 2,000 elite players, and 200 Clubs from over 100 countries, the EWC will feature the largest prize pool in esports history, over $70 million. Fans can expect exclusive experiences, from high-stakes competition to live music, anime cafes, retro arcades, cosplay, and more, drawing millions of fans online and in person.

The post Esports World Cup Foundation and Lenovo™ Partner to Power the Next Generation of Esports Champions appeared first on European Gaming Industry News.

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BETBY REDEFINES CHESS BETTING WITH EXPANDED MARKET OFFERING AHEAD OF ESPORTS WORLD CUP DEBUT

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BETBY, the innovative sportsbook supplier, is redefining how chess is experienced in the betting world, launching an innovative suite of markets designed to deepen engagement and bring fresh energy to one of the world’s oldest strategy games.

Marking a new chapter for chess within the iGaming space, BETBY’s upgraded betting content portfolio goes far beyond traditional markets like outright winner or total moves. Bettors can now engage with detailed, event-specific outcomes including the first move made, the first piece captured, number of checks, castlings, and whether a game will feature a pawn promotion, an en passant, or end in stalemate. Several markets also focus on the timing of critical moments, such as whether a checkmate will occur before a certain move, offering more dynamic, real-time decision-making for players.

This launch follows six months of dedicated product development across BETBY’s chess vertical and reflects the company’s long-term vision for the game as a core part of its sportsbook strategy. With chess now officially included in the Esports World Cup, the timing marks a natural convergence of two verticals where BETBY continues to strengthen its position: esports and traditional chess.

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As part of this expansion, BETBY is also introducing another exclusive: live betting on the Top Chess Engine Championship (TCEC), a prestigious AI-based tournament. While the event follows a defined schedule, it opens up a new betting experience through intense matchups between powerful engines, enriching the overall chess offering.

Currently, BETBY offers pre-match coverage for around 20 chess tournaments per month, totaling approximately 400 matches. The addition of these expanded markets marks a strategic leap forward in delivering a modern, high-engagement chess product to sportsbook partners and players.

“Chess has always been a passion of ours, and today we’re proud to announce the launch of a truly comprehensive chess offering,” said Kirill Nekrasov, Head of Sportsbook Product at BETBY. “By expanding our market depth and introducing innovative tournaments, including both traditional and AI-driven formats, we’re giving our partners and players a completely new way to engage with the game. Our vision is ambitious: we want chess and betting to become synonymous, to the point where no modern sportsbook feels complete without chess markets. We’ve already done this with Betby.Games and esports, now it’s time to do the same with chess.”

BETBY’s long-term global brand ambassador, five-time world chess champion Magnus Carlsen, will represent Team Liquid at the Esports World Cup. His participation in the tournament, which begins on July 7th, reinforces chess’s growing presence in global esports and its potential as a premium betting vertical.

The post BETBY REDEFINES CHESS BETTING WITH EXPANDED MARKET OFFERING AHEAD OF ESPORTS WORLD CUP DEBUT appeared first on European Gaming Industry News.

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Esportes da Sorte celebrates Brazilian culture with Parintins and São João Sponsorships

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Esportes Gaming Brasil, the owner of Onabet and Esportes da Sorte, is making its debut at the 58th Parintins Folklore Festival with an interactive project that blends cultural promotion, economic development, and social responsibility.

The brand becomes the first regulated betting operator to offer institutional support to the event, which welcomes around 120,000 visitors and generates BRL 184 million in local economic activity, according to the Amazonas State Government.

This cultural commitment comes on the back of Esportes Gaming Brasil sponsoring 31 São João festivals during June in 27 cities across the Northeast and Southeast regions. This initiative strengthens the brand’s strategy of connecting with the public through the appreciation of Brazilian cultural expressions.

Esportes da Sorte’s focus was creating memorable experiences as each event featured scenography by Pernambucan artist Perron Ramos. Another notable element was the Vila Junina (June Village), a themed area blending traditional elements with interactive experiences. Classic games such as Pescaria da Sorte (Fishing of Fortune), Barraca do Beijo (Kissing Booth), and Argola da Sorte (Ring Toss) bring nostalgia to the festivities.

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For the three-day Parintins Folklore Festival starting today, the brand will be energising Parintins with a series of experiences celebrating local culture. These include a panoramic lounge with a special view of the Bumbódromo, the Truck da Sorte — a space combining karaoke and free hydration — as well as a Social Arena installed in the Garantido and Caprichoso neighborhoods, featuring artistic performances, rest areas, free water distribution, and Instagram-worthy spots. Festivalgoers will also be able to get their hands on custom giveaways throughout the festival. All elements of the visual project are inspired by Amazonian art. The graphics feature illustrations by Curumiz, a Parintins-based duo formed by Alziney Pereira and Kemerson Freitas.

Sofia Aldin, CMO of Esportes Gaming Brasil, the group behind the brand commented: “Esportes Gaming Brasil cares passionately about regional values and strengthening Brazilian popular culture. It’s more than simply showcasing our brand, we want to create value for the people who live for events like the Parintins Folklore Festival and the São João festivals. Being part of these events backs our strategy of supporting traditions that drive local economies and celebrate regional identities.”

The post Esportes da Sorte celebrates Brazilian culture with Parintins and São João Sponsorships appeared first on Gaming and Gambling Industry in the Americas.

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