The parent company of Jackpot City and Betway, Super Group, has entered a multi-year partnership agreement with one of the most legendary Formula 1 teams, Atlassian Williams Racing.
This partnership marks the first-ever venture of Super Group into the world of motorsport, and as a result, it will see Jackpot City and Betway branding featured on Atlassian Williams Racing’s FW47 racing cars at the start of the 2025 season in Melbourne, Australia.
Moreover, the deal will see Super Group’s brands become Atlassian Williams Racing’s Official Betting Partner, Official Casino Partner, Official Gaming Partner, Official Score Partner and Official Live Score Partner.
Neal Menashe, Chief Executive Officer of Super Group, expressed excitement with this historic collaboration, highlighting the company’s delight to enter the “thrilling world” of Formula 1, especially since it enters a partnership with one of the most legendary Formula 1 team in the history of moto racing.
We are delighted to join the thrilling world of Formula 1, by partnering with one of the most prestigious teams in motor racing. The sport perfectly matches the excitement that our brands offer our worldwide customer base and we look forward to Betway and Jackpot City logos being seen at circuits across the globe during the varied and entertaining Grand Prix calendar.
Similarly, James Bower, Commercial Director of Atlassian Williams Racing, echoed Menashe’s sentiment, highlighting that this strategic partnership represents the perfect platform for the Super Group to introduce its product and services to a global and ever-growing Formula 1 audience of more than 700 million people and 200 territories around the world.
Williams is an icon of a sport that has a growing global fan base of more than 700 million people and is broadcast in 200 territories, providing an incredible platform for Betway and Jackpot City to reach fans in every corner of the planet. We take great pride in our fan-focused approach to partnership activations and look forward to working together with Super Group in 2025 and beyond.
This historic collaboration comes after a strong 2024 for Super Group, where the company expects strong FY24 and Q4 financial results. More specifically, Super Group projections show that the company expects the strongest Q4 to date, raising the FY24 guidance to €1.66bn ($1.74bn).
Atlassian Williams Racing recently announced that in addition to partnering with Atlassian as the main sponsor for 2025, the team has also recently announced a new multi-year partnership with Santander, alongside extended and expanded partnerships with Duracell, Gulf Oil International and Kraken.
