Allwyn has expanded its partnership with Formula 1 after penning a new multi-year agreement with the motorsport giant.
The Athens-listed operator was named as one of Formula 1’s official partners in February 2025.
Allwyn said the new deal would have a keener focus on building “deeper audience engagement” and “new interactive and broadcast elements”.
Under the terms of the deal, Allwyn will be afforded enhanced brand asset and visibility during the formation lap at selected Grands Prix this season.
The operator, which runs national lotteries across Europe, including in the UK and Greece, will also integrate into the F1 Predict platform.
The F1 Predict platform sees players answer 10 questions ahead of a Grand Prix, including predicting the podium places and which driver will take pole position.
Other predictions link to which team will put in the fastest pit stop time, which driver will record the fastest lap time and how many drivers will finish a race.
Users can join public leagues or create private tables, with F1 gift cards being offered to winners.
Allwyn will run the Allwyn League, with prizes being awarded by the operator including grandstand tickets and end-of-season prizes such as Paddock Club access.
Formula 1 has ramped up its engagement with the gambling and gaming industry in recent seasons, including penning a sponsorship deal with Betway.
The Super Group-owned brand was named as Formula 1’s first ever official betting partner in March. The operator is also partnered with the Atlassian Williams F1 Team.
Formula 1 has additionally partnered with ALT Sports Data, giving the supplier official race data access to sell to bookmakers.
The motorsport series has also joined forces with Spotlight Sports Group to provide betting insights and race previews for its site.
Pavel Turek, Allwyn chief officer of global partnerships, 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.
“We will ensure the excitement of the track delivers a rewarding experience for fans and a lasting positive impact for the communities we visit.”
Emily Prazer, Formula 1 chief commercial officer, added: “We’re delighted to be extending and enhancing our partnership with Allwyn, benefitting our fans and the communities where we race.
“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 F1, both in growing the sport and in benefitting the people it reaches around the world.”
The post Allwyn expands Formula 1 partnership with multi-year extension first appeared on EGR Intel.
UK National Lottery operator to be afforded enhanced branding opportunities and partner on the F1 Predicts platform as part of new agreement
The post Allwyn expands Formula 1 partnership with multi-year extension first appeared on EGR Intel.