Formula 1 has extended its partnership with Allwyn through a new multi-year agreement, building on what both parties describe as a successful first season together.
The renewal comes as Formula 1 continues to expand its global audience, which reached 827 million fans in 2025, alongside a cumulative TV audience of 1.8 billion.
The extended deal centres on increasing fan engagement through new digital and broadcast integrations.
“We’re delighted to be extending and enhancing our partnership with Allwyn, benefitting 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 leaving a positive legacy and leveraging innovation as a way of delivering new fan experiences both at home and at our global events.
“Allwyn is a strong and valued partner to F1, both in growing the sport and in benefitting the people it reaches around the world.”
A key addition is Allwyn’s integration into the F1 Predict platform, where fans can forecast race outcomes during a Grand Prix weekend.
The UK’s National Lottery operator also now has a new “Allwyn League”, which will offer prizes including race tickets, Paddock Club access and exclusive memorabilia.
Allwyn will also gain enhanced visibility during the formation lap at selected races, one of the most watched moments of a race weekend.
This placement aligns with the company’s “Winning Awaits” brand positioning and provides exposure just before the race begins.
The F1 Allwyn Global Community Awards programme, launched in 2025, will expand in 2026 to support up to eight organisations across host cities, doubling the number of beneficiaries from its first year.
Allwyn back in the headlines
It comes in a markedly eventful week for the business, which completed its merger with Greek gaming firm OPAP on Tuesday. It subsequently floated on the Athens Stock Exchange and has a market cap of over €5bn (£4.32bn).
On the same day, it was revealed that it had surpassed the £450m investment milestone into the modernisation of the National Lottery, having taken on the operating licence in February 2024.
Meanwhile, FY25 results released last Thursday showed that total revenue rose to €9bn over the year – a 4% increase year-on-year.
The Formula 1 partnership extension is yet another sign of expansion for the firm, whose Chief Financial Officer, Kenneth Morton, exclusively told SBC News that it has “pretty much tripled the size of the business across every metric” since 2019.
On the latest deal, 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 committing to 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 even further through the launch of the Allwyn League fan experience, our headline partnership of the Formation Lap and the expansion of our F1 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.”