Key Highlights
Contents
- Formula 1 and Allwyn extend their collaboration following a productive inaugural season
- New “Allwyn League” prediction platform offers fans chances to win premium race tickets and VIP Paddock Club experiences
- Enhanced brand visibility through formation lap sponsorship at select racing events
- F1 Allwyn Global Community Awards initiative expands to support eight charitable organizations, up from four
- Formula 1’s 2025 season attracted 827 million global fans with 1.8 billion television viewers
Formula 1 and global entertainment company Allwyn have extended their worldwide partnership agreement. The announcement came on March 27, 2026, with both organizations highlighting the positive results from their initial collaboration.
The extended agreement places significant focus on interactive fan experiences and digital engagement. It also features enhanced marketing visibility and an expanded charitable initiative.
New Prediction Platform Offers Premium Prizes
A centerpiece of the extended agreement is the introduction of the “Allwyn League,” an interactive gaming component integrated into F1’s prediction platform.
Through this feature, racing enthusiasts can forecast race results for each Grand Prix event. The most accurate predictors at individual races will be eligible to receive grandstand admission.
The platform also includes season-long competitions with enhanced rewards. Winners can earn VIP Paddock Club credentials and limited-edition memorabilia.
This initiative aligns with an industry-wide movement toward enhancing second-screen interaction. Viewers increasingly engage with mobile devices during live sporting broadcasts.
Allwyn will receive prominent brand placement during formation laps at designated events. These pre-race moments generate some of the highest viewership numbers of race weekends.
The company intends to leverage these high-visibility opportunities to promote its “Winning Awaits” campaign to international audiences. This positioning ensures maximum exposure during peak viewer engagement periods.
Charitable Initiative Expands Reach
The partnership’s philanthropic component is receiving substantial growth. The F1 Allwyn Global Community Awards, introduced during the 2025 season, will now support twice as many organizations.
The initiative will provide funding to as many as eight community-based organizations connected to Grand Prix host locations. In its first year, the program distributed €100,000 among four charitable groups in the United States, Mexico, and the Netherlands.
Formula 1 experienced robust audience growth throughout the 2025 championship. The series connected with a worldwide fanbase totaling 827 million individuals.
Television audiences accumulated 1.8 billion views throughout the complete season. These figures position F1 among the world’s premier sports broadcasting properties.
Emily Prazer, Formula 1’s chief commercial officer, emphasized that the collaboration demonstrates both parties’ dedication to innovation and fan-centered initiatives. She highlighted the importance of “leaving a positive legacy” through their work.
Pavel Turek, Allwyn’s director of global partnerships, characterized the agreement as the company’s most significant ongoing sports investment. He stated the objective is enhancing the spectator experience while generating meaningful community benefits.
The renewed agreement encompasses broadcast integration, digital platform engagement, and circuit-based advertising. The structure is designed to influence multiple aspects of fan interaction.
Allwyn’s connection with F1’s prediction platform establishes the company’s presence throughout Formula 1’s digital infrastructure. This approach extends well beyond conventional trackside sponsorship methods.
The F1 Allwyn Global Community Awards program will now assist organizations across additional countries as the racing calendar continues expanding. Following its €100,000 distribution to four organizations in year one, the program is positioned to broaden its impact in future seasons.
