In a landmark move for the motorsport industry, Betway has officially announced a multi-year partnership with Formula 1, becoming the first sportsbook to sign a deal of this scale spanning Europe, the Middle East, Africa, Canada, and Mexico.
This collaboration marks a significant shift in how fans interact with the sport, utilizing ALT Sports Data to provide real-time predictive analytics and proprietary odds solutions.
Data-Driven Fan Engagement
Formula 1 is a sport defined by strategy and millions of concurrent data points. This partnership unlocks a modern, innovative way for eligible audiences (18+) to engage with official, cutting-edge metrics. Through this deal, Betway will enable fans to place in-play bets on intricate race elements, including safety car occurrences, pit stop windows, and specific on-track battles.
The timing coincides with the highly anticipated 2026 season, which features new regulations designed to push the boundaries of technological development. As F1 enters its 76th year, Betway’s presence aims to offer an unrivalled range of products for fans watching the action live.
Executive Commentary
Jonny Haworth, Director of Commercial Partnerships at Formula 1, emphasized the natural evolution of fan interaction:
“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.”
Neal Menashe, CEO of Super Group (Betway’s parent company), commented on the partnership:
“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.”
