Formula 1 has tied up with worldwide lottery operator Allwyn in a multi-year deal, starting in 2025. Announced just ahead of F1’s 75th anniversary, the tie-up is an opportunity to "introduce each brand’s audience to one another", driving growth for both businesses in new markets. (More Formula 1 News)
The announcement stated that the deal will increase Allwyn’s global awareness, cementing the company as an “international brand driving community impact across the world.” The two organisations have massive global reach between them. Formula 1 welcomes 1.7 billion viewers across the season and has 750 million fans and 96 million social media followers worldwide, while Allwyn’s markets across the US and Europe encompass a population of 130 million adults.
Commenting on the deal, Karel Komarek, Allwyn board chair and founder, said: “We have ambitious plans for Allwyn to continue on its successful path of international growth, and this is a significant milestone on that journey. This investment marks a major moment in Allwyn’s evolution, as we transform awareness of Allwyn on the global stage and underline the power of our lotteries to do good in the world.”
Robert Chvatal, Allwyn chief executive officer (CEO), said: “Formula 1 is synonymous with excellence, high performance and innovation – principles at the heart of Allwyn’s business. We’re excited to begin this official partnership with Formula 1 to engage the sport’s platform of a hugely passionate global fanbase and to champion positive community impact.”
Formula 1 president and CEO Stefano Domenicali chimed in: “We are thrilled to welcome Allwyn as a new Official Partner. Our collaboration reflects our shared commitment to innovation and celebrating community. This partnership also provides new opportunities for both our organisations to connect with broader audiences around the world. We look forward to working together to create unique experiences and drive positive change together.”
