Allwyn recently announced an extension with Formula 1. Primarily a lottery operator, but expanding through mergers and acquisitions, we talked to the company’s Chief Officer of Global Partnerships, Pavel Turek, to get more insight on how the deal with F1 has gone over its first year and why the partnership has been extended.
Formula 1 announced the company as an official partner last year, and that deal was extended last month. In an interview last week, Turek told CasinoBeats that the first year was a success.
“Our first year as an official Formula 1 partner exceeded expectations,” said Turek. “We successfully introduced the Allwyn brand to a global audience of passionate F1 fans.”
A merger with OPAP, Greece’s state-licensed gambling operator, made Allwyn one of the world’s largest gaming companies, second only to Flutter.
From Energy to Gaming
The company was originally set up as an energy company under the name KKCG in 1992. It was active in the Czech Republic, its founder Karel Komárek’s native country, before entering the gaming space in 2011.
It acquired a controlling stake in Czech lottery firm Sazka and adopted the name for its gaming business, which quickly expanded to include lotteries in Italy, the UK, and Austria.
In 2022, it rebranded to Allwyn as it continues its international expansion. The brand may, therefore, be unknown to many, but Turek wants the deal with F1 to change that.
“The partnership not only increased our brand visibility but also allowed us to connect with a highly engaged, international community, which is a key driver of value for Allwyn,” Turek stated.
Building Allwyn’s Brand
The company has a stake in several international betting and gaming brands, including Betano, Novibet, and PrizePicks, following a deal last year.
Around the same time, PrizePicks acquired a license from the Commodity Futures Trading Commission (CFTC) to enter the prediction market space.
As part of the F1 deal, Allwyn has launched the Allwyn League in the F1 Predict game. A natural step would be to promote prediction markets to F1 fans. Crypto.com is also a sponsor of the sport, but PrizePicks has partnered with its competitors, Polymarket and Kalshi.
However, Turek emphasized that Allwyn was not thinking of how to push fans towards the controversial markets.
“It is important to stress that this is a brand partnership focused on building recognition of the Allwyn name globally through key activation initiatives, rather than directly promoting individual products,” said Turek. “Through F1’s international reach, we can showcase our purpose of winning together, playing responsibly, and driving positive community change, globally and locally.”
Engaging Fans
Rather than promoting products and directly advertising through F1, Turek added that the deal was more about engaging fans positively.
“As Allwyn continues to grow internationally, our partnerships strategy has evolved to focus on platforms that can deliver global scale, consistent visibility, and meaningful fan engagement,” Turek said. “Formula 1 is a strong example of this approach, combining worldwide reach with opportunities for digital, on-track and off-track activations.
“F1 Predict and the Allwyn League are designed first and foremost as free-to-play fan engagement tools that mirror F1’s emphasis on community and innovation,” added Turek. “They are focused on enhancing the race weekend experience in a fun, responsible and entertainment-led way, with predictions limited to positive sporting outcomes such as podium finishes or fastest lap. Our Formula 1 partnership is about building Allwyn’s international brand visibility and deepening fan engagement.”
Staying in Control
Turke went on to say that the company remains “focused on ensuring our partnerships reflect our values, including innovation, responsibility and community impact, as seen through initiatives like the F1 Allwyn Global Community Award.”
Gaming companies have to frequently toe the line between promoting their brands and encouraging gambling. DraftKings and FanDuel have faced new lawsuits accusing the companies of manipulative practices that encourage problem gambling.
Turek said Allwyn wants to avoid those negative associations and emphasized that responsible gambling is a key part of the company’s identity.
“We have already taken inspiration from our F1 partnerships to create a suite of content that we have used on social media to encourage responsible gaming and the right way to play, such as correct mindset and staying in control.”
The responsibility section of the company’s website declares that “being responsible isn’t just how we approach business — it’s a part of who we are.”
