F1 and Allwyn expand partnership for 2026 season
Table of contents
- Allwyn has signed a new multi-year agreement with Formula 1, building on its debut 2025 season as an official partner.
- The expanded deal includes formation lap branding, integration into the F1 Predict platform through a new Allwyn League, and a doubled community awards programme.
- Formula 1 cited a cumulative television audience of 1.8 billion across the 2025 campaign.
Lottery-led entertainment company Allwyn has renewed its official partnership with Formula 1 in a new multi-year agreement, announced yesterday on 26 March.
The renewal builds on a relationship that began ahead of the 2025 season, deepening fan engagement and brand visibility across the global racing calendar.
Expanded race presence
As part of the expanded deal, Allwyn will gain enhanced brand assets and visibility during the formation lap at selected Grands Prix, one of the sport’s most watched broadcast moments. The placement aligns with the company’s “Winning Awaits” brand positioning.
The renewed agreement also includes new interactive and broadcast elements. Allwyn will integrate into the F1 Predict platform through the creation of the Allwyn League, where fans can forecast race outcomes and compete for exclusive prizes.
Top scorers each race weekend will be eligible for grandstand tickets, while end-of-season prizes include Paddock Club access and one-of-a-kind memorabilia.
Emily Prazer, Chief Commercial Officer at Formula 1, 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.”
Community programme doubles
The deal also marks a significant expansion of the F1 Allwyn Global Community Awards. The programme distributed €100,000 grants to four charities in 2025 across the US, Mexico and the Netherlands. It will expand in 2026 to support up to eight organizations linked to race locations.
Pavel Turek, Chief Officer Global Partnerships at Allwyn, said:
“This next chapter allows us to deepen that connection even further through the launch of the Allwyn League fan experience, our headline partnership of the Formation Lap and the expansion of our F1 Allwyn Global Community Award programme. We will ensure the excitement of the track delivers a rewarding experience for fans and a lasting positive impact for the communities we visit.”
Formula 1 cited a global fanbase of 827 million and a cumulative television audience of 1.8 billion across the 2025 campaign.
The F1 renewal arrives at a key moment for Allwyn. The company completed its OPAP merger just two days earlier, creating one of the world’s largest publicly listed gaming operators, with a combined valuation of €16bn and lottery assets spanning the United Kingdom, Czech Republic, Greece and Illinois.
The F1 partnership gives the enlarged group a global marketing platform at a scale that matches its newly expanded footprint.
Allwyn has also moved into the US with its majority stake in PrizePicks, acquired for an initial consideration of $1.6bn, adding a fast-growing daily fantasy sports and prediction markets business to its portfolio.
One gap in the group’s product stack remains. The collapse of Allwyn’s Novibet acquisition in early March, after the Hellenic Competition Commission raised concerns, left the company without a proprietary sportsbook platform.
CEO Robert Chvátal has confirmed Allwyn is already exploring alternative deals to fill that gap.
Responsible play
The F1 sponsorship also sits alongside a broader push to position lottery-led gaming as a socially responsible category. The company recently launched a Player Protection Lab to fund independent responsible gambling research.
With the 2026 season upcoming, the Allwyn League and community awards programme will provide measurable touchpoints for both parties to assess the deal’s commercial and reputational returns.
For a company navigating a major structural transformation, sustained visibility across 24 Grands Prix events will be an important stabilising signal to investors and partners alike.
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