Stake.com Shocks F1 Racing World with a Meaty Makeover

Stake.com, with the help of NYC-based agency Beyond Studios, launched a first-of-its-kind livery in F1 racing using the natural and playful connection between Stake and steak. Stake F1 Team KICK Sauber launched their latest sports marketing campaign by revealing their new steak covered car to fans on March 31st - ahead of the 2025 Japanese Grand Prix.

The big reveal was shared on the brand’s social media along with some help from their brand ambassadors and influencers who did unboxing videos of the branded merch. The assets are created with CGI by the Beyond Studios team and partners and available in video and stills. The Beyond team also created custom merch to memorialize the ‘Steak Car’ called Stake House, including a Stake Sauce and a mousepad in the shape of a piece of meat called the “The Meat Pad”. All are available for purchase on Stake’s official merch shop: https://stake.world/

“Our goal was to take the alliterative connection between "Steak" and "Stake ", something the fans have always been keen on, and bring it to the track. Being the title sponsor of the team, the idea is to stand out on the track as Stake does in the online world”, Nico Scandiffio, creative producer and partner at Beyond Studios.

It is the first livery of its kind and exemplifies the boldness of the Stake brand and brings it to the track.

The social media response was immediate and global. The organic social media posts on the brand’s instagram/X channels amassed 7M+ impressions in less than 24 hours:

“We’re in a world where every campaign fights for attention, so we set out to create something that would cut through the noise and demand a reaction. The shock factor of a meat-wrapped F1 car was just the start—the real art was transforming that wild idea into a livery that’s both provocative and undeniably stylish.” said Cole Poska, creative director and partner at Beyond Studios.

"We’re absolutely thrilled about this reveal! Our brand has never shied away from being bold to introduce ourselves, and the ‘Steak’ car is no different. We are overwhelmed by fan reactions—this livery is sure to continue to turn heads," said a spokesperson from Stake.

In a sport often known for its restraint and its affluent audience, this is sure to be one of the most outrageous liveries ever done.