Allwyn has extended its Official Partnership with Formula 1 in a new multi-year agreement, the two organisations announced on 26 March 2026. The deal builds on the lottery-led entertainment company’s inaugural season with the sport, introducing new interactive fan elements and an expanded community programme.
A Strong First Season as Foundation
Allwyn’s first year as an Official Partner of Formula 1 ran through the 2025 season, during which the sport reached a cumulative global TV audience of 1.8 billion and a declared fanbase of 827 million. The company’s debut activation centred on brand visibility and community grants, with the F1 Allwyn Global Community Awards distributing €100,000 each to four organisations in the US, Mexico, and the Netherlands.
The extension now brings a broader commercial footprint. Allwyn gains enhanced brand assets and visibility during the formation lap at selected Grands Prix this season, aligned with the company’s “Winning Awaits” positioning. Formula 1 describes the formation lap as one of the most-watched and anticipated moments of a race weekend, with global eyes on the grid immediately before lights out.
The renewed deal comes as Allwyn continues to expand well beyond its European lottery core. In September 2025, the company acquired a majority stake in PrizePicks for $2.5bn, deepening its North American footprint into daily fantasy sports. Its FY 2025 results, published on 19 March 2026, confirmed €4.1bn in net revenue and adjusted EBITDA of €1,584m, with the planned combination with OPAP moving toward completion. The Formula 1 partnership adds a high-visibility global platform to a portfolio repositioning around casual entertainment and fan engagement.
Allwyn League and F1 Predict Integration
The most substantive new commercial element in the extended partnership is the Allwyn League, embedded within the F1 Predict platform. The platform allows fans to predict outcomes at key moments during a Grand Prix weekend. The Allwyn League will give participants the chance to win exclusive F1 prizes, with grandstand tickets awarded to the highest scorer across each race weekend. End-of-season rewards include Paddock Club access and one-of-a-kind memorabilia.
The integration gives Allwyn direct engagement with Formula 1’s global digital fanbase and positions the brand within an interactive experience rather than purely passive broadcast exposure. For Formula 1, it adds a rewards layer to an existing platform asset.
Community Programme Doubles in 2026
The F1 Allwyn Global Community Awards will return this season with an expanded scope. Having supported four charities in its first year, the programme will grow to support up to eight local community organisations associated with Grand Prix locations in 2026. Each recipient will receive an Allwyn donation of €100,000. The expansion doubles the total community investment committed through the initiative.
Executive Statements
Emily Prazer, Chief Commercial Officer at Formula 1, said:
“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.”
Pavel Turek, Chief Officer 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 F1 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’s Wider Motorsport and Entertainment Context
Allwyn’s expanded Formula 1 presence sits within a broader iGaming industry trend of operators and lottery companies seeking sports sponsorship as a brand-building vehicle. In March 2026, Betway was named Formula 1’s first Official Betting Operator in a separate multi-year deal, stepping up from a team-level partnership with Williams Racing. The two arrangements serve different commercial purposes but reflect the same appetite among gaming companies for Formula 1’s scale and demographic reach.
Allwyn is listed on the Athens Stock Exchange and holds leading market positions across Europe and North America, including as operator of the UK National Lottery. The multi-year term of the extended F1 deal signals a long-term brand commitment rather than a seasonal trial, consistent with the company’s stated pivot toward casual gaming entertainment beyond core lottery.
Source: Allwyn
