- Fans will now be able to place in-play bets, including safety car occurrences and pit windows
- Betting content on F1 website will be age-gated and restricted to certain territories
- Further regional partners will be announced, with US market targeted in build-up to Miami GP
Formula One has named Super Group’s Betway as its first official betting operator.
The multi-year deal, which is the first of its kind in the Formula One betting market, spans countries across Europe, the Middle East and Africa, as well as Canada and Mexico.
This is a non-exclusive deal, so Formula One will be looking to partner with further betting providers in the regions.
Formula One said the partnership will build on its collaboration with Alt Sports Data, agreed in February 2025, which saw the San Diego-based firm begin the process of generating real-time predictive analytics for the series.
As a result, fans will now be able to place in-play bets on everything from safety car occurrences and pit windows to on-track battles, along with other markets.
“Sports betting is now a natural extension of how many modern fans engage with live events,” said Jonny Haworth, director of commercial partnerships at Formula One.
“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 One into a new cutting-edge dimension that offers event more engagement and excitement for fans.”
As revealed by BlackBook Motorsport in February, the content on the website and app will be age-gated, and it will be limited to territories where betting is legalised. Formula One will also be announcing multiple regional deals.
Formula One will post editorial content on its channels to educate fans on the betting options available – the first of which can be seen here.
The deal is the latest partnership announcement from Formula One ahead of the new season after it confirmed a renewal of its global sponsorship with Salesforce.
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BlackBook says…
Formula One’s annual income for 2025 hit nearly US$4 billion, but the sport has been working on new revenue streams to exploit, with betting a key focus.
With plans for a suite of regional partners, it is notable that this first deal doesn’t cover the United States, where the sports betting industry is booming and prediction markets have emerged as a significant growth area. Indeed, the American Gaming Association (AGA) recently reported that sports betting generated US$16.96 in revenue in 2025. Australia is another major market not included in Betway’s agreement.
But while transforming betting into a commercial success is the ultimate goal, Formula One is cautious about focusing too much on the numbers early on.
Haworth told BlackBook Motorsport that the initial focus will be on “what’s best for the consumer” and “how good is that product for them”.
At the same time, there will likely be questions over how Formula One’s pursuit of the global sports betting market – estimated to be worth US$133 billion in 2025 – aligns with its ongoing efforts to engage more with younger audiences. Age gating is only as successful as the honesty of the user inputting their information, for example.
But betting is now here to stay in Formula One, and the odds of expansion look promising for the future.
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