Super Group’s Betway brand will become an Official Betting Partner of Formula 1 from the start of the 2026 season as the championship continues to roll out its data-driven wagering strategy.
Betway will become an Official Betting Partner of Formula 1 from the start of the 2026 season as the championship continues to roll out its data-driven wagering strategy.
The multi-year agreement with Super Group’s Betway brand covers markets across Europe, the Middle East and Africa, as well as Canada and Mexico, and represents the first official operator partnership announced since Formula 1 began building a structured betting product around its live race data.
The partnership will work alongside ALT Sports Data, which serves as the sport’s official betting data supplier and provides real-time predictive analytics drawn from the championship’s extensive data ecosystem.
F1 has spent more than a year developing a back-end wagering infrastructure designed to allow licensed operators to build live betting markets around the sport’s strategic elements, rather than relying solely on traditional race outcome betting.
As part of the Betway deal, eligible audiences over the age of 18 will be able to access in-play betting markets based on elements such as safety car deployments, pit strategy windows and on-track battles during a race weekend.
“Sports betting is now a natural extension of how many modern fans engage with live events,” said F1 Director of Commercial Partnerships Jonny Haworth.
While betting and sport have long gone hand in hand, this new product offering based on real-time and regulated data takes Formula 1 into a new cutting-edge dimension.
Jonny Haworth
“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 1 into a new cutting-edge dimension that offers even more engagement and excitement for fans.”
The Betway partnership forms part of a wider rollout that will see multiple licensed operators integrate F1’s official data product into their platforms across different territories.
As Sector previously reported, the sport’s approach prioritises data integration and product distribution over traditional sponsorship exposure, meaning betting partners are not expected to feature prominently within the broadcast or through trackside branding.
Instead, the strategy centres on enabling operators to build a broader range of live and micro betting markets powered by the championship’s low-latency race data.
Super Group, again through its Betway brand, has also been a partner of the Atlassian Williams F1 Team since 2025.
“We are thrilled to sign our Betway sportsbook brand to the first deal of its kind in Formula 1,” Super Group Chief Executive Officer Neal Menashe said.
“This partnership reinforces our commitment to sport at the highest level and will ensure our customers have access to some of the most innovative markets during race weekends. It promises to be a competitive season with fantastic races across the globe – we look forward to being a part of it.”
F1’s broader betting strategy is expected to expand gradually across the coming seasons as operators integrate the sport’s data feeds and new market types into their platforms.
