Formula 1 welcomed lottery operator Allwyn as an Official Partner in a multi-year deal beginning in the 2025 season, according to an announcement from Formula 1. The collaboration pairs a global racing series that attracted millions of viewers across the season with a gaming company operating across US and European markets that encompass 130 million adults, according to official statements from both organizations.
The partnership centers on shared commitments to innovation, technology, and community development. According to Formula 1, Allwyn holds a portfolio of 300 corporate social responsibility and sponsorship initiatives spanning sport, art, and culture. The agreement provides a platform for both entities to introduce their audiences to new markets and celebrate community initiatives on a global scale.
Partnership Expansion and Fan Activations
Formula 1 and Allwyn extended their partnership into a new multi-year agreement ahead of the 2026 season following an initial 2025 campaign that saw the sport reach a global TV audience of millions, according to Formula 1 corporate communications. The renewed collaboration introduces enhanced brand visibility during the formation lap at selected races, aligning with Allwyn’s “Winning Awaits” brand positioning.
As part of the expanded fan engagement strategy, Allwyn integrates directly into the F1 Predict platform through the creation of the Allwyn League. According to Formula 1 Chief Commercial Officer Emily Prazer, the league gives fans the opportunity to guess race outcomes to win prizes, including grandstand tickets, Paddock Club access, and exclusive memorabilia.
Global Community Awards Program
The F1 Allwyn Global Community Awards program returns and expands for the 2026 season, doubling its reach to support up to eight local community organizations associated with Grand Prix host locations, according to official corporate releases. In its inaugural 2025 run, the initiative awarded four charities in the United States, Mexico, and the Netherlands with donations of €100,000 each.
According to Allwyn Chief Officer Global Partnerships Pavel Turek, the expanded community program and formation lap headline sponsorship mark the company’s most significant long-term commitment to the sport to date, designed to deliver a lasting positive impact alongside track-side entertainment.
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