Formula 1 has named Betway as its first official betting operator in a multi-year deal that starts with the 2026 season. It is the first time the series has created a betting category at the championship level.
The deal covers markets in Europe, the Middle East and Africa, plus Canada and Mexico. Formula 1 said the partnership will be built around official race data and live betting products for eligible adult fans.
Formula 1 opens a new betting category
This is more than a badge-and-logo sponsorship. Formula 1 said Betway will work with the sport’s official betting data setup, which already includes ALT Sports Data as its betting data supplier.
That gives Betway access to official predictive analytics and odds products built from Formula 1 data. F1 said fans will be able to place in-play bets on things like safety cars, pit windows and on-track battles.
Betway takes its Formula 1 push a step further
For Betway, the deal moves the brand from team-level exposure to a role tied directly to the sport itself. Super Group said Betway had already entered Formula 1 through its branding deal with Atlassian Williams before landing this wider agreement.
That gives Betway a bigger place in one of the most watched sports markets in the world. It also puts the brand in front of fans across several markets where the company already operates.
Formula 1 keeps adding commercial firepower
The timing also fits Formula 1’s wider business growth model. Liberty Media said F1 revenue rose 14% to $3.9 billion in 2025, while fan attendance reached 6.75 million and live viewership climbed 21% from the year before.
Formula 1’s own season review also showed record track attendance in 2025, with 19 of 24 events sold out. That helps explain why the sport keeps adding new partners across its commercial portfolio.
Partnership begins with the 2026 season
Formula 1 announced the Betway deal on March 5, just before the season-opening Australian Grand Prix. But that’s not all, the new season also brings an 11-team grid after Cadillac’s arrival and a fresh set of engine and chassis rules.
Betway will now enter the sport at a time when Formula 1 is trying to sell more of its data, more of its audience and more of its race weekend experience. The new betting partnership is part of that push, but it is tied closely to regulated live betting rather than a simple sponsorship deal.
