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In a landmark move blending digital gaming, sports media, and high-octane motorsport, Lottery.com and Sports.com made their dual sponsorship debut at the 109th edition of the Indianapolis 500. This initiative marks the first time both brands have simultaneously activated in a global sports event of this magnitude, signaling an ambitious new chapter in their commercial evolution.
With a combined viewership of over 300 million people globally and more than 510,000 spectators present at Indianapolis Motor Speedway, the partnership presented an unparalleled branding opportunity and served as a high-profile launchpad for both platforms following a significant period of restructuring and strategic repositioning.
The dual-brand campaign featured two of Britain’s most promising motorsport talents, each aligned with a distinct platform:
• Callum Ilott, driving the No. 90 car for Prema Racing, represented Lottery.com. His sponsorship extends well beyond the Indy 500, covering 12 races across the remainder of the 2025 NTT IndyCar Series season. This long-term activation positions Ilott as a strategic brand ambassador, aligning the lottery-tech firm with sustained exposure and deep fan engagement throughout the calendar.
• Louis Foster, behind the wheel of the No. 45 car for Rahal Letterman Lanigan Racing, competed under the Sports.com banner. Although focused exclusively on the Indy 500 for now, the partnership signals potential future collaborations as Foster’s star rises within the sport.
Both drivers launched from Row 7 on race day, gaining notable visibility amid a packed field in one of the most prestigious and competitive motorsport events globally.
For both Lottery.com and Sports.com, the Indy 500 sponsorship marks more than just a media activation—it represents the outcome of a two-year corporate revitalization strategy. Following a period of internal restructuring and platform realignment, both brands are now repositioning themselves at the intersection of technology, sport, and entertainment.
By investing in motorsport, the brands are aiming to:
• Amplify global brand awareness through alignment with a legacy sports property
• Reach a diverse and passionate audience of fans who engage deeply with both traditional and digital sports experiences
• Build long-term relevance in the increasingly overlapping worlds of gaming, betting, and sports media
The move is also seen as a key pillar in an effort to revitalize investor confidence and showcase the brands’ operational momentum heading into the second half of 2025.
The Indy 500 is more than a race—it’s a cultural touchstone. By tapping into this platform, Lottery.com and Sports.com are strategically placing themselves in front of one of the most engaged live audiences in sports. The branding executed throughout race week included livery integration, digital and trackside signage, and broader promotional storytelling through social media and digital video content.
The decision to sponsor two different drivers, across two different teams, further diversified the exposure and gave each brand a unique voice in a crowded sponsorship landscape. It’s an approach that reflects a deeper understanding of brand architecture, segmentation, and the importance of individualized fan engagement.
While Foster’s current arrangement is limited to the 2025 Indy 500, insiders suggest that ongoing discussions could lead to further involvement as the season progresses. Meanwhile, Ilott’s expanded agreement places Lottery.com in a consistent position across multiple races and fan markets, from the streets of Detroit to the road course in Portland.
As both platforms continue to evolve, their shared entry into motorsport provides a timely signal to investors, partners, and users alike: these are brands ready to compete, scale, and disrupt the industry through bold activations and a long-term vision.
Sources: Lottery.com, Gambling Insider
