Formula 1 has extended its partnership with Allwyn through a new multi-year agreement, after a successful first season together.
The sport has expanded rapidly across the world in recent years and the deal follows a season in which it reached 827 million fans, as well as a cumulative global TV audience of 1.8 billion.
The extended deal with the UK’s National Lottery operator is focused on digitally increasing fan engagement.
“We’re delighted to be extending and enhancing our partnership with Allwyn, benefitting our fans and the communities where we race,” said Emily Prazer, Chief Commercial Officer, Formula 1.
“Our work with Allwyn reflects our shared commitment to leaving a positive legacy and leveraging innovation as a way of delivering new fan experiences both at home and at our global events.
“Allwyn is a strong and valued partner to Formula 1, both in growing the sport and in benefitting the people it reaches around the world.”
Trends continue for Allwyn and Formula 1
A key addition is Allwyn’s integration into the Formula 1 Predict platform, where fans can forecast race outcomes during a Grand Prix weekend.
The new “Allwyn League” is set to offer prizes including race tickets, Paddock Club access and exclusive memorabilia, while the company as a whole will be more visible during the formation lap of selected races throughout the season.
The Formula 1 Allwyn Global Community Awards programme, launched in 2025, will expand in 2026 to support up to eight organisations across host cities, doubling the number of beneficiaries from its first year.
Pavel Turek, Chief Officer of Global Partnerships at Allwyn, said: “We are thrilled to take our official partnership with Formula 1 to the next level, marking our most significant long-term commitment to the sport to date.
“By continuing our collaboration, we are committing to our shared belief in the power of Formula 1 to reach and inspire a global audience.
“This next chapter allows us to deepen that connection even further through the launch of the Allwyn League fan experience, our headline partnership of the Formation Lap and the expansion of our Formula 1 Allwyn Global Community Award programme.
“We will ensure the excitement of the track delivers a rewarding experience for fans and a lasting positive impact for the communities we visit.”
Allwyn is just one of many industry operators to get involved with Formula 1 in recent years, already being a partner with the McLaren team.
At the beginning of this month, Super Group-owned Betway was announced as the first official betting operator of the sport in a multi-year partnership.
Before that, the company was also involved with the Atlassian Williams Racing team, having launched a branding partnership with the team.