Formula 1 has announced a new multi-year partnership with global lottery operator Allwyn, marking another step in the series’ ongoing commercial and international growth strategy.

The agreement, which begins in 2025, brings together two organisations with significant global reach. Formula 1 attracts an audience of 1.7 billion viewers across a season and counts more than 750 million fans worldwide, while Allwyn operates across markets in Europe and the United States, covering a combined adult population of around 130 million.

Shared focus on innovation and social impact

The partnership is positioned around a mutual emphasis on innovation, technology and community impact. Both organisations highlighted their commitment to driving positive change through sport and broader social initiatives.

Allwyn has developed more than 300 corporate social responsibility programmes across sport, culture and community engagement, while Formula 1 continues to invest in sustainability initiatives, including its Net Zero by 2030 target, as well as wider efforts to improve accessibility and inclusion within the sport.

Leveraging global platforms for growth

A central objective of the agreement is cross-audience engagement. Allwyn will gain access to Formula 1’s global fanbase to increase brand visibility, while Formula 1 can tap into Allwyn’s established presence across key regulated markets.

The partnership is also expected to include storytelling initiatives that highlight positive community impact, although specific activations have not yet been detailed.

Continued commercial momentum for Formula 1

The deal reinforces Formula 1’s strategy of building a diversified global partner portfolio, aligning with brands that combine commercial scale with long-term positioning around innovation and responsibility.

For Allwyn, the partnership represents a significant step in its international expansion ambitions, using Formula 1’s platform to accelerate global brand recognition.

Sources: F1, TRIX20