Formula 1 has signed a new multi-year agreement with Czech gambling group Allwyn, extending and expanding its existing sponsorship partnership. The renewed deal introduces new fan engagement initiatives and increases the reach of Allwyn’s community-focused programmes tied to the sport.
The announcement follows a major week for Allwyn. The company recently completed its merger with OPAP to launch on the Greek stock exchange. Additionally, Allwyn reported progress on its UK National Lottery modernisation programme.
New Fan Experiences Through Formula 1 Predict
As part of the expanded sponsorship, Allwyn will now be integrated into Formula 1 Predict. This will give fans the ability to forecast race outcomes. In addition, a new Allwyn League will offer rewards including race tickets, Paddock Club access, and exclusive Formula 1 memorabilia. These efforts strengthen Allwyn’s presence in interactive fan participation.
Branding Expansion and Community Awards Growth
Allwyn branding will also appear during the formation lap at selected races, increasing visibility at major events. Meanwhile, the Formula 1 Allwyn Global Community Awards, first launched in 2025, will double its reach in 2026. This will support up to eight organisations across host cities as part of Formula 1’s broader sustainability and community impact strategy.
Formula 1 Audience Continues to Grow
The renewed agreement comes as Formula 1 continues to expand its global audience. The 2025 season reportedly attracted 827 million fans and generated a television audience of 1.8 billion. This underlines the sport’s value as a global marketing platform.
Allwyn joins a growing list of gambling operators aligned with Formula 1. Notably, this follows Betway’s recent appointment as the sport’s first official betting operator. The company has also collaborated with Williams Racing through a separate branding partnership.
Executive Comments Highlight Innovation and Legacy
Emily Prazer, Formula 1 Chief Commercial Officer, said the renewed partnership would deliver enhanced fan experiences. It will also support communities where races are hosted. She added that Allwyn shares Formula 1’s commitment to innovation and creating a positive legacy.
Allwyn’s Chief Officer of Global Partnerships, Pavel Turek, described the agreement as the company’s most significant long-term commitment to Formula 1 so far. He said the next phase will deepen fan engagement through the Allwyn League and expanded formation lap sponsorship. Furthermore, the enlarged community award programme aims at delivering lasting impact beyond the track.
