Quick Summary
- Allwyn and Formula 1 have extended their worldwide partnership agreement following a positive inaugural year
- The partnership features the new “Allwyn League” forecasting platform offering prizes including grandstand seats and Paddock Club passes
- Premium brand visibility during formation laps at select race events is included in the agreement
- Community awards initiative expands to benefit eight local charitable groups, double the previous amount
- Formula 1’s 2025 season attracted 827 million global fans with 1.8 billion television audience members
The global partnership between Formula 1 and Allwyn has entered its second phase after both organizations confirmed the extension on March 27, 2026. The decision comes after a mutually beneficial inaugural season that laid the groundwork for deeper collaboration.
This extended agreement places significant focus on interactive fan experiences and gamification elements. The deal incorporates enhanced brand visibility opportunities alongside an amplified dedication to grassroots community initiatives.
Interactive Allwyn League Brings Predictive Gaming to F1 Fans
At the heart of the renewed agreement sits the “Allwyn League,” a new interactive component integrated into Formula 1’s F1 Predict platform.
Through the Allwyn League, racing enthusiasts can forecast race results for each Grand Prix event. Fans who demonstrate the strongest predictive skills at individual races stand to win grandstand seating.
Beyond race-by-race prizes, the platform offers season-long incentives. Winners can earn Paddock Club entry privileges and limited-edition collectible merchandise.
This initiative aligns with the growing pattern across professional sports to enhance multi-screen fan interaction. Modern audiences frequently engage with mobile devices and tablets simultaneously while viewing live sporting broadcasts.
Additionally, Allwyn secures prominent brand placement during formation laps at designated race weekends. Formation laps represent one of the most-viewed segments of any Grand Prix.
The company intends to leverage these high-visibility moments to broadcast its “Winning Awaits” brand message to millions worldwide. This strategic positioning ensures maximum brand exposure when viewer engagement peaks.
Charitable Initiative Expands to Support Eight Organizations
Beyond commercial elements, the partnership significantly increases its philanthropic footprint. The F1 Allwyn Global Community Awards initiative, which debuted in 2025, now doubles its scope.
The expanded program will provide assistance to eight community-based organizations connected to Grand Prix host locations. During its initial year, the initiative contributed €100,000 to four charitable groups across the United States, Mexico, and the Netherlands.
The 2025 Formula 1 season demonstrated impressive reach in terms of global audience engagement. The racing series connected with 827 million fans worldwide.
Broadcast viewership totaled 1.8 billion throughout the complete season. These figures position Formula 1 among the planet’s most-viewed sporting competitions.
Emily Prazer, serving as chief commercial officer for Formula 1, stated the partnership demonstrates a mutual dedication to innovative approaches and enhanced fan engagement. She emphasized the initiative’s goal of “leaving a positive legacy.”
Pavel Turek, who directs global partnerships for Allwyn, characterized the agreement as the company’s most significant long-term sports investment. He emphasized the objective of enriching the race weekend experience for attendees while generating meaningful community benefits.
The extended partnership encompasses broadcast integration, digital platform engagement, and circuit-based brand presence. The structure is designed to interact with numerous aspects of the spectator journey.
Through its integration with the F1 Predict platform, Allwyn establishes a foothold within Formula 1’s digital infrastructure. This approach extends well beyond conventional trackside advertising methods.
As the racing calendar continues expanding globally, the F1 Allwyn Global Community Awards program will extend support to organizations in additional countries. Following its €100,000 distribution to four groups during year one, the program is positioned to broaden its geographic impact in the coming season.
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