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Super Group Limited, the parent company of Betway will become the first ever Official Betting Operator of Formula 1.
The multi-year deal represents the first of its kind in the sport’s betting space. The partnership will build on ALT Sports Data’s expertise as the Official Betting Data Supplier of the series, providing real-time predictive analytics from Formula 1’s huge data banks, in addition to creating proprietary data and priced odds solutions.
The 2026 season marks one of the most anticipated and exciting starts to a Formula 1 campaign in its 76-year history, with the new regulations pushing the boundaries of technological development that are set to deliver even more action for fans. This creates a unique time for Betway to enter the sport as a whole, following a branding deal with Atlassian Williams F1 Team that began last season.
For years, F1 relied heavily on tobacco sponsors, and as a result of global advertising rules, the sport became very cautious about controversial categories. Teams and the series were wary of replacing one controversial category with another too quickly after tobacco sponsorship deals were phased out in the 2000's.
Neal Menashe, CEO, Super Group, commented: “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, 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 event more engagement and excitement for fans.”
- Gilbert Horowitz, Gambling911.com
