Lottery giant Allwyn has extended its partnership with Formula 1. As part of the multi-year extension, the company announced the launch of the Allwyn League in F1 Predict, allowing users to win prizes for successful race predictions.
Allwyn first partnered with F1 last year and, in a press release confirming the agreement’s extension, said the first year had been a success.
Pavel Turek, Chief Officer of Global Partnerships at Allwyn, said, “We are thrilled to take our official partnership with Formula 1 to the next level, marking our most significant long-term commitment to the sport to date. By continuing our collaboration, we are committing to our shared belief in the power of Formula 1 to reach and inspire a global audience.”
Prediction League Aims to Engage Fans
Allwyn is now the second-largest gaming company in the world, following a €16 billion ($18.5 billion) all-share merger with Greece’s state-licensed gambling operator OPAP last year.
The company wants to leverage F1’s popularity to further its brand and has launched the Allwyn League on the F1 Predicts platform.
Turek added, “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.”
F1 Predicts allows fans to guess the outcome of key moments during a Grand Prix weekend. The Allwyn League will reward top scorers with prizes, including Grand Prix tickets.
Allwyn Leaning Into Prediction Markets
Allwyn primarily runs lotteries, but has been expanding into other areas of gambling. The company acquired a controlling stake in PrizePicks last year.
Traditionally a DFS platform, PrizePicks gained CFTC approval to launch into prediction markets.
It then partnered with Polymarket before officially launching PrizePicks Predicts with Kalshi in November last year. The platform offers a range of F1 markets, where users can predict driver performance in races.
Gambling Sponsors Prominent in F1
The deal with Allwyn is the latest in a series of high-profile sponsorships between F1 and gambling companies.
Stake has been the main sponsor of the Sauber team since 2024, while Williams previously had a deal with Sportsbet.io. PokerStars was also previously the official betting sponsor of F1.
On the deal with Allwyn, F1 CCO Emily Prazer commented, “We’re delighted to be extending and enhancing our partnership with Allwyn, benefitting our fans and the communities where we race.
“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.”
