Multi-national lottery operator Allwyn has extended and expanded its partnership with the iconic Formula 1 (F1) motor racing series after a successful first year of sponsorship.
The extension builds on the pair’s agreement struck last year, which saw Allwyn join as a new global commercial partner ahead of the season-opening Australian Grand Prix in Melbourne. At the time, F1 said the partnership would run from “the 2025 season onwards.”
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However, F1 has today announced that Allwyn has signed a new multi-year agreement to retain the designation, following a successful first season in which the series claims it reached a global audience of 827 million fans.
Pavel Turek, Allwyn’s chief officer of global partnerships, said: “We are thrilled to take our official partnership with F1 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.”
As part of the expanded partnership, Allwyn will gain enhanced brand assets and visibility during the formation lap at selected races this season as part of the company’s ‘Winning Awaits’ campaign.
Allwyn will also be integrated into the F1 Predict platform, where fans can guess the outcome of key moments during a Grand Prix weekend, via the newly launched Allwyn League, which will offer users exclusive prizes, including grandstand tickets to Grands Prix for the highest scorer of each race weekend, as well as end-of-season prizes such as Paddock Club access and memorabilia.
The operator will also expand its F1 Global Community Awards initiative, which saw four charities across the US, Mexico, and the Netherlands receive a €100,000 ($115,871) donation each from Allwyn. This year’s initiative will double in size to include eight local community organizations associated with Grands Prix.
Emily Prazer, F1 chief commercial officer, said: “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.”
The extension comes as F1 continues its 2026 season, with the series heading to Japan this weekend, having secured several commercial partnership agreements along the way.
This month has seen the series unveil Betway as its first official betting operator, while also expanding its commercial tie-up with customer relationship management provider Salesforce through 2030 and renewing with racing simulator hardware firm Fanatec.
January, meanwhile, saw F1 announce a major new multi-year partnership with Standard Chartered, the UK-based financial services firm, making it F1’s official wealth management partner and corporate and investment banking partner.
