Motor racing’s top-tier Formula 1 (F1) series has brought in multi-national lottery operator Allwyn as a new global commercial partner from the 2025 season onwards.
F1 has described the tie-up as an opportunity for each brand’s audience to be introduced to the other party, “driving growth for both businesses in new markets.”
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Innovation and technology have been described as the factors at the heart of the deal, which was unveiled earlier today.
It comes into effect ahead of the opening 2025 F1 Grand Prix, taking place in Melbourne, Australia, on March 16.
Allwyn, based in Switzerland, is owned by Karel Komarek, a Czech Republic billionaire, through his KKCG investment group.
Stefano Domenicali, president and chief executive at Formula 1, has said: “This partnership provides new opportunities for both our organizations to connect with broader audiences around the world. We look forward to working together to create unique experiences and drive positive change together.”
In terms of F1’s commercial activity, earlier this month Moët & Chandon, an iconic luxury champagne brand run by French luxury goods conglomerate LVMH, was announced as a series partner.
This followed on from a major overall deal between LVMH and F1, struck last October.
February has also seen Gulf Air, the national airline of Bahrain, extend its partnership as title sponsor of the Bahrain Grand Prix for another three years.
GlobalData Sport has valued F1's total sponsorship income for the 2024 season at $513.75 million.
Robert Chvatal, Allwyn’s chief exec, added: “Formula 1 is synonymous with excellence, high performance, and innovation … We’re excited to begin this official partnership with F1 to engage the sport’s platform of a hugely passionate global fanbase and to champion positive community impact.”
Allwyn manages the national lotteries in markets including the UK, Italy, Austria, and the Czech Republic.
It will join a range of other high-profile brands as an F1 global partner, with that list including the likes of Aramco, AWS, DHL, Heineken, Pirelli, and Qatar Airways.
Komarek, meanwhile, is also the co-founder of an organization called More Than Equal, which aims to support the entry of women into top-tier motorsport – and specifically F1.
The 2025 F1 season, featuring 24 races, begins in mid-March and runs through to Abu Dhabi in early December.
