Super Group subsidiary brand Betway has been announced as the new and first-ever Official Betting Operator of Formula 1 as part of a new partnership which is set to span multiple F1 seasons.
Indeed, this latest deal breaks new ground within sports betting and seeks to provide players with new and different ways to engage with the sport. Falling in the wake of Formula 1’s additional recently announced collaboration with sports data supplier ALT Sports Data, the Betway integration will enable fans to place in-play bets on driver and team strategies as the race unfolds, supported by a new range of metrics and data.
Elsewhere, last month, OpenBet also integrated its official Formula 1 data onto Trading System ahead of the 2026 season.
Speaking on this latest deal, Super Group CEO Neal Menashe stated: “We are thrilled to sign our Betway sportsbook brand to the first deal of its kind in Formula 1. 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.”
Building on this was Formula 1’s Director of Commercial Partnerships Jonny Haworth, who added: “Sports betting is now a natural extension of how many modern fans engage with live events. 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.”
Betway parent company Super Group reported FY 2025 revenue of $2.2bn last week, up 22% year-on-year
