Formula 1 Teams Up with Betway as First-Ever Official Betting Operator in Landmark Multi-Year Deal
In a groundbreaking move for the world of motorsport, Formula 1 has officially partnered with Betway, the sportsbook brand under Super Group, to become the sport’s inaugural Official Betting Operator. The multi-year agreement kicks off with the 2026 season and spans key markets including Europe, the Middle East, Africa, Canada, and Mexico.
–by Mark Cipolloni–
This partnership marks a first in F1’s betting landscape, leveraging ALT Sports Data’s role as the Official Betting Data Supplier. By tapping into Formula 1’s vast data resources, the collaboration will deliver real-time predictive analytics, proprietary data, and priced odds solutions, enhancing fan engagement for those over 18.
Formula 1, renowned for its strategic depth and data-driven nature, sees this as an opportunity to bring fans closer to the action. Eligible audiences will now have access to innovative in-play betting options, such as wagers on safety car deployments, pit stop windows, and intense on-track duels.
The timing couldn’t be more perfect, as the 2026 season promises unprecedented excitement with new regulations that push technological boundaries and intensify competition. For Betway, this deal amplifies its footprint in motorsport, offering fans a comprehensive suite of betting products tied directly to live races.
Jonny Haworth, Director of Commercial Partnerships at Formula 1, highlighted the 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 even more engagement and excitement for fans.”
Echoing the enthusiasm, Neal Menashe, CEO of Super Group, stated: “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.”
This alliance not only modernizes how fans experience F1 but also underscores the sport’s commitment to responsible betting practices, targeting adult audiences in regulated markets. As the 2026 campaign approaches, this partnership is set to redefine the intersection of high-stakes racing and strategic wagering.
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