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The new Era of sponsorships in F1: is this the right path?
Starting from an analysis of the importance of sponsorship in the history of motorsport , this article aims to discuss the new names chosen by Sauber (which will become "Stake F1 Team Kick Sauber") and Alpha Tauri (which will become "Visa Cash App Racing Bulls"), in order to understand whether this is the right way to approach sponsorship in Formula One or whether there are better ways to promote brands in the world's most important racing championship.