Allwyn and McLaren Racing will host a live Formula 1 showrun in Athens on 3 October.
It will mark the first event in a new global series designed to bring the sport closer to fans who can’t attend a Grand Prix weekend in person.
Allwyn x McLaren Racing: Live in Athens will take place outside the Olympic Athletic Center of Athens, with McLaren’s 2025 Formula 1 World Constructors’ Championship-winning car running alongside Ayrton Senna’s McLaren MP4/6.
Two-time World Champion Mika Hakkinen will also drive at the event, alongside appearances from other former F1 drivers and a mix of modern and heritage show cars.
Pavel Turek, Chief Officer Global Partnerships at Allwyn, features on this year’s Sector50, Sector’s list of 50individuals who have had a defining impact on the commercial side of Formula 1 over the past twelve months.
He described the Athens event as a significant step for the wider Allwyn and McLaren partnership.
“Launching this global event series in Athens is a major milestone for our partnership with McLaren Racing,” said Turek.
“At Allwyn, we are always looking to bring more, whether that’s more unforgettable moments or more fans closer to the sports and entertainment they love.
“Bringing more speed, thrills and excitement to this iconic sporting location is the perfect way to introduce our international event platform and entertain more fans around the world.”
The Athens event is the first in what both companies describe as a new global series bringing immersive motorsport experiences directly to fans in key Allwyn markets.
Further announcements on experiences, talent and event details are expected via Allwyn and McLaren Racing’s channels in the coming weeks.
“Our fans are at the heart of everything we do at McLaren Racing, and while not everyone can experience a Grand Prix weekend in person, we’re always looking for ways to bring the team closer to them,” said Louise McEwen, Chief Marketing Officer at McLaren Racing.
“We’re excited to partner with Allwyn to bring this unique event to Athens and connect with our passionate and growing fan community in Greece.”
Jan Karas, Chairman and CEO at Allwyn Hellas, framed the event as a landmark moment specifically for the Greek market, rather than simply an extension of the wider Allwyn-McLaren relationship.
We’re expecting to welcome thousands of fans in October, which will make Allwyn x McLaren Racing: Live in Athens one of the largest motorsport fan experiences ever held in Greece.
Jan Karas
“We are incredibly proud to bring an event of this scale to Athens,” he said.
“We’re expecting to welcome thousands of fans in October, which will make Allwyn x McLaren Racing: Live in Athens one of the largest motorsport fan experiences ever held in Greece.”
“This demonstrates our commitment to delivering world-class entertainment and unforgettable experiences to our customers and Greek motorsport fans.”
