As part of lottery operator Allwyn’s partnership with the McLaren Formula One team, Avenga has been named as an official race partner.
Contract:
- Avenga becomes an official race partner of McLaren for five Grands Prix this season
- Software developer will also support the F1 Academy team for the remainder of the year
Context:
Multi-national lottery operator Allwyn, which also has a partnership with Formula One itself, signed on with McLaren ahead of the 2025 season. However, due to gambling regulations in various countries that Formula One visits throughout the season, the Woking-based team us unable to carry Allwyn branding on its cars at every event.
These restrictions were in place for the first time at last weekend’s Chinese Grand Prix and Avenga will return to the McLaren car for races in Italy, the Netherlands and Qatar. Swiss investment company KKCG owns both Allywn and Avenga, which has seen the former’s pass-through rights granted to the latter. The firm is looking to promote its Avenga brand ahead of its merger with Qinshift, another brand that falls within the wider KKCG Group.
Comment:
“This partnership is a game changer for the Avenga brand and its market presence,” said Karel Komárek, founder of KKCG Group.
“It positions Avenga among the leading global technology companies, exactly where it belongs. McLaren and Avenga both stand for ambition, precision, and pushing the limits of what’s possible through technology.”
Ludovic Gaudé, chief executive of Avenga, added: “At Avenga, we believe in creating technology that matters. Technology that drives change, improves industries, empowered by human creativity.
“McLaren shares this vision, using cutting-edge technology to elevate sports, inspire people, and achieve the extraordinary. This partnership is a testament to our shared belief in the transformative power of innovation.”
Coming next:
The next race at which this partnership will be active will be the Emilia Romagna Grand Prix from 16th to 18th May. It will then return to the McLaren car for the closing rounds of the European season in Zandvoort (29th to 31st August) and Monza (5th to 7th September), before a final appearance at the Qatar Grand Prix from 28th to 30th November.
Go deeper:
- Breaking down F1’s sponsorship portfolio ahead of the 2025 season
- F1 team finances roundup: Is the budget cap working four years in?
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