Allwyn, the operator of the UK National Lottery, has partnered with the McLaren Racing F1 team in its second Formula One-focused sponsorship of the week.
The deal comes just a day after the company signed a deal with the F1 itself, as the pan-European company looks to improve its visibility across European and global markets.
Its latest deal with McLaren has secured branding on McLaren cars and driver overalls. The deal also includes fan engagement elements such as content production and live fan experiences.
Zak Brown, CEO at McLaren Racing, said: “We are delighted to welcome Allwyn to the McLaren Racing family. 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.”
Allwyn joins a range of other prominent companies as McLaren partners including Mastercard, T-Mobile, OKX, Dell, Google and DP World
As McLaren is the biggest F1 team originating from the UK, the deal could prove useful for Allwyn’s ambitions to enhance its brand awareness and image in the country one year after becoming the licence holder for the National Lottery.
The UK National Lottery had been operated by Camelot UK since its inception in the 1990s, but the next 10-year licence was awarded to Allwyn in 2022 by the UK Gambling Commission. Allwyn subsequently acquired Camelot UK and began operating the lottery in February 2024.
Britain is not the company’s only active market though, as the Prague-founded, Swiss-headquartered firm also holds the licences for the Czech SAZKA national lottery, Austria’s Lotterien and Lotto Italia.
The global presence of both F1 and McLaren, with 24 grand prix taking place each season of which nine are located in Europe, will likely afford Allwyn solid international visibility – which will in turn help underpin any further expansion plans the company may have.
Robert Chvátal, Allwyn CEO, said: “McLaren is an iconic name in Formula 1, with huge international appeal. It is one of the most successful racing teams in the world – with incredibly exciting drivers.
“We take pride that wherever Allwyn operates, we create safe and responsible ways for people to play. 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.”
