Formula 1 renews Allwyn partnership following 1.8 billion TV views in 2025

(AsiaGameHub) –   Formula 1 has prolonged its partnership with Allwyn via a new multi-year agreement, following a successful first season of collaboration.

The sport has seen rapid global expansion in recent years, and this deal comes after a season in which it reached 827 million fans and achieved a cumulative global TV audience of 1.8 billion. 

The extended partnership with the UK’s National Lottery operator focuses on boosting fan engagement through digital channels.

“We’re delighted to be expanding and enhancing our partnership with Allwyn, bringing benefits to our fans and the communities where we race,” said Emily Prazer, Chief Commercial Officer, Formula 1.

“Our work with Allwyn reflects our shared commitment to creating a positive legacy and using innovation to deliver new fan experiences—both for those watching from home and at our global events. 

“Allwyn is a strong and valued partner to Formula 1, contributing to the growth of the sport and benefiting the people it reaches worldwide.”

Trends continue for Allwyn and Formula 1

A key new element is Allwyn’s integration into the Formula 1 Predict platform, where fans can predict race outcomes during a Grand Prix weekend. 

The new “Allwyn League” will offer prizes including race tickets, Paddock Club access, and exclusive memorabilia, while the company will have increased visibility during the formation lap of selected races throughout the season. 

The Formula 1 Allwyn Global Community Awards programme, launched in 2025, will expand in 2026 to support up to eight organizations across host cities—doubling the number of beneficiaries from its first year.

Pavel Turek, Chief Officer of 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 reaffirming 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 further through the launch of the Allwyn League fan experience, our headline partnership of the Formation Lap, and the expansion of our Formula 1 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 is just one of many industry operators to have engaged with Formula 1 in recent years, having already partnered with the McLaren team. 

Earlier this month, Super Group-owned Betway was announced as the first official betting operator of the sport in a multi-year partnership.

Before that, the company had also launched a branding partnership with the Atlassian Williams Racing team.