Betway has become the first official betting operator of Formula 1 in a landmark multi-year partnership.
The sportsbook brand, owned by Super Group, will work with Formula 1 to develop new betting products and fan engagement opportunities built around the sport’s extensive race data.
The agreement also builds on the expertise of ALT Sports Data, the official betting data supplier to the series. The collaboration will provide real-time predictive analytics drawn from Formula 1’s data systems and support the creation of proprietary data and odds solutions for Betway customers.
Through the partnership, fans will be able to access new in-play betting markets focused on race strategy, including potential safety car deployments, pit-stop windows and on-track battles between drivers and teams.
“We are thrilled to sign our Betway sportsbook brand to the first deal of its kind in Formula 1,” said Neal Menashe, CEO of Super Group.
“This partnership reinforces our commitment to sport at the highest level and will ensure our customers have access to some of the most innovative markets during race weekends.
“It promises to be a competitive season with fantastic races across the globe – we look forward to being a part of it.”
Betway to fill the void?
The deal comes just over a week after NYSE-listed Super Group declared its best-year-in-business, delivering group revenue of $2.23bn (£1.65bn) and a record profit of $355m.
It delivered in key markets such as Europe and Africa, with the UK and Spain major contributors in the former.
The partnership also arrives as sports sponsorships face pressure in parts of Europe, either due to regulatory constraints or due to marketing budgets being squeezed by taxation.
Notable examples include operators like Entain, Evoke and Flutter Entertainment, which are cutting marketing budgets ahead of tax increases in the UK from April.
Prominent sponsorship terminations include Entain ending its sponsoring of the Coral Cup after 52 years and, just this morning, bet365 announcing that it will no longer sponsor key horse races at Newmarket and Haydock.
However, other businesses, like Super Group, may be looking to plug that gap. Just last week, Smarkets reannounced itself as a major player in the market as it sealed a deal to partner with the Rolex SailGP Championship for the next three years.
Betway’s involvement with the championship expands its presence in Formula 1 after launching a branding partnership with the Atlassian Williams Racing team last season.
The partnership launches ahead of the 2026 season, which will introduce new technical regulations aimed at driving further innovation and competition across the grid.
Formula 1 has been stepping up its engagement with the gaming space over the past couple of years. Deals have been signed at both the team-level and series-level.
Allwyn is a partner of both the McLaren team and Formula 1 as a whole, while the Stake F1 team is easily the most visible example of a betting company sponsoring an individual team.
Jonny Haworth, Director of Commercial Partnerships at Formula 1, added: “Sports betting is now a natural extension of how many modern fans engage with live events.
“As a series with vast and complex data sets, our innovative partnership with Betway allows our adult fans to take a step closer to the strategy and action that makes it so thrilling.
“While betting and sport have long gone hand in hand, this new product offering based on real-time and regulated data takes Formula 1 into a new cutting-edge dimension that offers even more engagement and excitement for fans.”
Betway has become the first official betting operator of Formula 1 in a landmark multi-year partnership. The sportsbook brand, owned by Super Group, will work with Formula 1 to develop new betting products and fan engagement opportunities built around the sport’s extensive race data. The agreement also builds on the expertise of ALT Sports Data,