Allwyn has taken its McLaren Racing partnership into live fan events. A showrun outside the Olympic Athletic Center of Athens (OAKA) on 3 October was billed as the first of a global series held in Allwyn’s key markets.
The lottery-led group signed as an Official Partner of the McLaren Formula 1 Team on 12 February 2025, a day after it announced a multi-year deal as an Official Partner of Formula 1 itself. The McLaren agreement also covers the McLaren Shadow F1 Sim Racing Team and McLaren F1 Academy.
What the deal covers
Allwyn branding runs on McLaren’s race cars and on the overalls of drivers Lando Norris and Oscar Piastri. The contract was signed by Allwyn AG, the group parent, which completed its legal relocation to Switzerland in June and is based in Lucerne. Allwyn describes it as a global partnership not targeted at any individual country.
According to Allwyn, the deal gives fans behind-the-scenes content and live experiences with the team. The company also says it uses the partnership as a global platform for responsible gaming awareness.
McLaren entered the deal as 2024 Constructors’ Champions and retained the title in 2025. Allwyn lists the team’s record at 203 Grand Prix wins and 23 combined drivers’ and constructors’ titles.
What the executives said
Karel Komárek, Allwyn Board Chair and Founder, tied the deal to the group’s international expansion:
“Our collaboration with McLaren benefits from a shared drive to thrive, fueled by technology and with innovation at its heart; characteristics that will continue to power Allwyn’s global development.”
Allwyn CEO Robert Chvátal pointed to safety:
“We know that McLaren, like the wider world of Formula 1®, also prioritises safety and responsibility. We look forward to working together to realise our shared ambition of a world full of winning moments.”
Zak Brown, CEO of McLaren Racing, said when the deal was announced:
“Off the back of a fantastic 2024 season in Formula 1®, it’s great to have an international brand like Allwyn join us at a time when the team – and the sport – is going from strength to strength. We’re excited to go racing together.”
Athens opens the event series
Allwyn announced the Athens event on 24 August. The line-up included McLaren’s 2025 Constructors’ Championship-winning car, Ayrton Senna’s McLaren MP4/6 and two-time World Champion Mika Häkkinen, who won both his titles with McLaren, driving on a purpose-built track at OAKA.
Jan Karas, Chairman and CEO of Allwyn Hellas, said the company expected thousands of fans and called it one of the largest motorsport fan events held in Greece. Pavel Turek, Allwyn’s Chief Officer Global Partnerships, described the launch as a milestone for the McLaren partnership.
Allwyn names Greece as one of its key markets. The group completed its merger with OPAP in March and is listed on Euronext Athens.
Responsible gaming positioning
Allwyn presents both F1 deals as a channel for responsible gaming messaging. On 9 September 2026, it appointed Francesco Rodano as Group Head of Responsible Gaming. Its Formula 1 partnership also funds the F1 Allwyn Global Community Award, which went to Dutch adaptive sport charity Spieren voor Spieren in August.
What comes next
Allwyn has not named the next host city in the series. It says further event announcements will follow through Allwyn and McLaren Racing channels, with the 2026 season’s closing rounds still to run.
Source: Allwyn
