Betway Signs Multi-year Partnership with Formula 1
Parent company Super Group said the partnership is the first deal of its kind for the sport and follows the company’s branding collaboration with Atlassian Williams Racing, which began last season.
Betway has become an official betting operator of Formula 1 as part of a new multi-year agreement.
Parent company Super Group said the partnership is the first deal of its kind for the sport and follows the company’s branding collaboration with Atlassian Williams Racing, which began last season.
The partnership also builds on Alt Sports Data’s existing collaboration with Formula 1 and will introduce in-play betting markets based on race strategy, including safety cars and pit windows.
Neal Menashe, CEO of Super Group, said:
“We are thrilled to sign our Betway sportsbook brand to the first deal of its kind in Formula 1.
“This partnership reinforces our commitment to sport at the highest level and will ensure our customers have access to some of the most innovative markets during race weekends.
“It promises to be a competitive season with fantastic races across the globe – we look forward to being a part of it.”
Jonny Haworth, director of commercial partnerships at Formula 1, said:
“Sports betting is now a natural extension of how many modern fans engage with live events. As a series with vast and complex data sets, our innovative partnership with Betway allows our adult fans to take a step closer to the strategy and action that makes it so thrilling.
“While betting and sport have long gone hand-in-hand, this new product offering based on real-time and regulated data takes Formula 1 into a new cutting-edge dimension that offers even more engagement and excitement for fans.”
