The Australian streaming platform Kick has been Sauber Motorsport's major partner since 2023. From 2024, the chassis of the race car will also be known as the KICK Sauber C44.
As of June 2023, Kick averages 235,000 livestreams per day. The most popular streams on Kick include the categories Games, IRL, Music, Gambling and Creative.
Alessandro Alunni Bravi, Sauber Team Representative on the partnership: "Sauber has always been about innovation, breaking the mould and defying convention. The partnership with Kick.com is the latest and boldest display of the philosophy that drives us. Kick.com is redefining the way live streaming is done and they will adopt the same disruptive approach in the world of Formula 1. With Kick.com, our goal is to make the next step in finding new and innovative ways to get closer to our fans."