Formula One has announced a significant multi-year partnership with Betway, making the online betting company the sport’s first official betting operator. The agreement was revealed on Thursday, just ahead of the season-opening Australian Grand Prix in Melbourne.
Betway, headquartered in Malta and operated by global holding company Super Group, will serve as an official betting partner for Formula One across regions including Europe, the Middle East, Africa, Canada, and Mexico. Super Group also owns the online casino platform Spin. This collaboration is a major milestone for Formula One, representing the first formal integration of sports betting within the sport’s global framework.
According to Jonny Haworth, Formula One’s Director of Commercial Partnerships, betting has become an integral part of the modern sports viewing experience. “Sports betting is now a natural extension of how many fans engage with live events,” he stated. Through the partnership, Betway plans to leverage Formula One’s extensive race data to create new interactive experiences for fans. This will include real-time predictive analytics and live betting markets that reflect race developments and strategic decisions.
The betting infrastructure will be powered by ALT Sports Data; Formula One’s official betting data supplier. ALT Sports Data will provide proprietary analytics and race data to support odds creation and in-play betting opportunities. Fans will be able to place wagers on various live race elements, such as safety car deployments, pit stop strategies, and tactical decisions made by drivers and teams.
This announcement coincides with the launch of Formula One’s 24-race season in Melbourne. The grid will expand to 11 teams with the entry of Cadillac, and the sport is also preparing for significant engine and chassis regulation changes in the coming years.
The partnership underscores Formula One’s ongoing efforts to enhance fan engagement and diversify revenue streams. By embracing sports betting, the sport aligns itself with broader trends in digital entertainment and interactive sports experiences.
