Beginning this year, National lottery provider Allwyn has signed on as an official partner of Formula 1. The series is currently in its off-season, with the 2025 campaign due to begin next month.
Confirming the partnership today (11 February), Formula 1 said it will work with Allwyn to drive growth for both parties in new markets around the world. Much of this will be based on community and socially-focused projects.
Formula 1 said the deal will allow Allwyn to connect with its global fanbase. Detail of such initiatives will be announced in due course, although Formula 1 said these would involve celebrating those who make a “positive change” in people’s lives.
New opportunities for Formula 1 and Allwyn
Commenting on the deal, Formula 1 president and CEO Stefano Domenicali said it will benefit both parties. He said it will allow for greater connection with new audiences in markets worldwide.
“Our collaboration reflects our shared commitment for innovation and celebrating community,” Domenicali said. “This partnership also provides new opportunities for both our organisations to connect with broader audiences around the world.
“We look forward to working together to create unique experiences and drive positive change together.”
Karel Komarek, founder and board chair of Allwyn, added: “We have ambitious plans for Allwyn to continue on its successful path of international growth. This is a significant milestone on that journey.
“This investment marks a major moment in Allwyn’s evolution, as we transform awareness of Allwyn on the global stage and underline the power of our lotteries to do good in the world.”
The new 2025 Formula 1 season begins with the Australian Grand Prix in Melbourne on 16 March. Red Bull’s Max Verstappen will be looking to defend the World Drivers’ Championship he won in 2024, while McLaren-Mercedes holds the World Constructors’ Championship.
F1 partnerships have become more commonplace in the sector. Crypto-operator Stake has sponsored Sauber Group’s F1 team since 2024 as its exclusive title partner.
Original article: https://igamingbusiness.com/marketing-affiliates/allwyn-partnership-formula-1/
