New deal brings formation lap branding, Predict platform integration and expanded community funding initiatives across race markets
Formula 1 (F1) has extended its official partnership with Allwyn in a new multi-year agreement, building on a relationship that began ahead of the 2025 season.
The renewal, announced today (26 March), comes as F1 continues to emphasise audience growth and fan engagement, with the series citing a global fanbase of 827 million and a cumulative television audience of 1.8 billion across the 2025 campaign. Commercial partnerships have played a central role in that expansion, particularly as the sport looks to deepen its reach beyond traditional motorsport audiences.
Under the new deal, Allwyn will increase its presence across race weekends, including enhanced branding during the formation lap at selected Grands Prix. The pre-race segment has become one of the most visible moments of a race broadcast, offering sponsors exposure at a point of peak anticipation before lights out.
The partnership will also extend into digital engagement through integration with F1’s Predict platform. Allwyn will launch a branded league within the game, allowing fans to forecast race outcomes and compete for prizes, including tickets and hospitality experiences. The move reflects a broader trend across sport to use gamification and second-screen products to drive audience interaction throughout live events.
Alongside fan-facing activations, the agreement retains a community element. The F1 Allwyn Global Community Awards programme, which distributed €100,000 grants to four charities in 2025 across markets including the US, Mexico and the Netherlands, will expand in 2026 to support up to eight organisations linked to race locations.
Emily Prazer, Chief Commercial Officer at F1, 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.”
Pavel Turek, Chief Officer Global Partnerships at Allwyn, added: “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.”
The changing face of F1
Since its acquisition by Liberty Media in 2017, F1 has prioritised commercial expansion through sponsorship, media rights and digital products. Partnerships with brands across sectors have increasingly focused on data-driven fan engagement and global brand alignment, rather than traditional trackside visibility alone.
For Allwyn, which operates national lotteries and gaming services across Europe and beyond, the partnership represents an opportunity to position its brand on a global stage while aligning with Formula 1’s push into interactive and experience-led fan ecosystems.
The latest extension suggests both parties see further value in that strategy, as F1 continues to package its growing audience and digital platforms for commercial partners.
