F1 hits the jackpot: Allwyn locks in mega deal to stay as the sports official partner

 

Formula One (F1) has extended its partnership with Allwyn, the lottery‑led entertainment company, signing a new multi‑year agreement that builds on a successful first season together. The renewal comes as F1 continues to expand its global reach, engaging a more diverse audience of 827 million fans in 2025 and strengthening its commercial ecosystem ahead of another record‑breaking year. Both organisations describe the extension as a strategic opportunity to deepen fan engagement through new interactive and broadcast driven initiatives.

The expanded partnership will see Allwyn gain enhanced visibility during one of the most iconic moments of a Grand Prix weekend: the formation lap. The company’s “Winning Awaits” brand positioning will feature prominently at selected races, capitalising on a pre‑race moment that reached a global TV audience of 1.8 billion viewers in 2025. F1 says the move reflects a shared commitment to innovation and to elevating the fan experience both at the track along with at home.

A major addition for 2026 is Allwyn’s integration into the F1 Predict platform, where fans attempt to forecast key moments across a race weekend. The new Allwyn League will offer exclusive prizes, including Grand Prix grandstand tickets for top scorers each weekend and end of season rewards such as Paddock Club access along with one of a kind memorabilia. The initiative is designed to boost fan avidity and create a more interactive relationship between supporters as well as the sport.

The partnership will also expand its community impact. The F1 Allwyn Global Community Awards launched in 2025 and awarding €100,000 each to charities in the US, Mexico in addition to the Netherlands will double in size for 2026. Up to eight local organisations connected to Grand Prix host regions will receive funding this season, reinforcing both companies’ commitment to leaving a positive legacy in the communities where F1 races.

Emily Prazer, F1s Chief Commercial Officer, said the renewed partnership “benefits our fans and the communities where we race,” praising Allwyn as a “strong and valued partner” in growing the sport. Pavel Turek, Allwyn’s Chief Officer for Global Partnerships, described the extension as the company’s “most significant long‑term commitment to the sport to date,” highlighting the expanded fan experience initiatives and community programmes. Together, the organisations aim to ensure that the excitement of the track translates into deeper engagement and meaningful impact worldwide.

By Charlie Gardner 

📸 Imagery courtesy of Formula One (F1)