Formula 1 has officially solidified its commercial future with global lottery operator Allwyn, announcing a significant multi-year extension of their partnership. The deal follows a successful introductory year in 2025 and signals a deeper integration of the betting and lottery sector into the world’s premier motorsport category.
While the exact financial terms and the specific duration of the new contract remain undisclosed, the expanded agreement grants Allwyn a prime slice of the F1 broadcast real estate and a central role in the sport’s digital gamification strategy.
Capitalizing on Peak Viewership
The most strategic element of the renewal is Allwyn’s acquisition of the Formation Lap branding. In the hierarchy of sports broadcasting, the minutes leading up to the race start—the formation lap—represent one of the highest points of global audience engagement. By attaching its name to this high-tension window, Allwyn secures premium visibility at a moment when fan anticipation is at its peak.
This move aligns with F1’s broader commercial strategy under Director Emily Prazer, which focuses on monetizing every segment of the race weekend, from the pit lane to the pre-race podium ceremonies.
The Digital Expansion: Allwyn League
Beyond trackside and broadcast visibility, the partnership is set to overhaul the F1 Predict platform. The launch of the “Allwyn League” marks a shift toward a more robust digital loyalty program. Fans will compete in a season-long prediction championship, with high-stakes rewards including:
- Grand Prix Grandstand Tickets
- Exclusive Paddock Club Access
- Special end-of-season experiential prizes
For Allwyn—who already maintains a technical and commercial relationship with McLaren—this deeper integration into F1’s official app and website is designed to capture first-party data and foster long-term fan retention in key international markets.
Doubling the Social Impact
The renewal also scales the F1 Allwyn Global Community Awards. In its inaugural year, the program provided €100,000 donations to four charities across the United States, Mexico, and the Netherlands. For the 2026 season, the scope will double, with eight charitable organizations set to receive funding.
“Allwyn is a solid and valued partner for F1,” said Emily Prazer, F1 Commercial Director. “This partnership supports both the growth of the sport and provides tangible benefits to the communities we reach globally.”
Pavel Turek, Allwyn’s Global Director of Partnerships, echoed the sentiment, noting that the “new chapter” allows the company to deepen its connection with the global fanbase through the formation lap sponsorship and the expansion of their community-focused initiatives.