Formula 1 and Allwyn Secure Long-Term Partnership Extension

Formula 1 and Allwyn League , a leading lottery-led entertainment provider, have announced a multi-year extension of their Official Partnership.

The renewal follows a highly successful inaugural season in 2025, a year that saw F1 reach a global audience of 827 million fans and a cumulative TV viewership of 1.8 billion. The expanded agreement focuses on deeper fan engagement through interactive digital platforms and high-visibility branding during the sport’s most tense pre-race moments.

A central feature of the new deal is Allwyn’s headline sponsorship of the Formation Lap at selected Grands Prix. This placement aligns with the company’s “Winning Awaits” brand positioning, capturing global attention in the final minutes before “lights out.”

Noting that the collaboration is a testament to a shared commitment to innovation, chief commercial officer of Formula 1, Emily Prazer, said: “Allwyn is a strong and valued partner to F1, both in growing the sport and in benefitting the people it reaches around the world.”

Allwyn’s chief officer of Global Partnerships, Pavel Turek, added that the move marks the company’s “most significant long-term commitment to the sport to date,” ensuring the excitement of the track translates into a rewarding experience for fans and a lasting impact for communities.

To further drive fan avidity, Allwyn will launch the Allwyn League within the F1 Predict platform. This interactive experience allows fans to predict race outcomes for a chance to win premium prizes, including grandstand tickets, Paddock Club access, and unique memorabilia.

Commercial Strategy and Community Impact

The partnership is built on three key commercial and social pillars:

• Broadcast Integration: Enhanced brand assets during the formation lap to leverage peak pre-race viewership.
• Digital Gamification: The Allwyn League serves as a primary tool for data capture and year-round fan engagement.
• Social Responsibility: The “F1 Allwyn Global Community Awards” will double in scale for 2026, donating EURO100,000 (AUD167,200) each to eight local charities across the race calendar.

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