Formula 1 has renewed its partnership with Allwyn in a new multi-year deal, extending a relationship that began at the start of the 2025 season. The new agreement adds more race-weekend visibility and new fan-facing products after what both sides described as a successful first year together.
The renewal comes as Formula 1 keeps pulling in a bigger global audience. The series says it now reaches 827 million fans worldwide, up 12% year on year, while the 2025 season delivered a cumulative TV audience of 1.8 billion.
Allwyn moves into F1 Predict and formation lap branding
One of the new pieces in the deal is Allwyn’s entry into F1 Predict, the sport’s free-to-play prediction game. Fans will be able to join the new Allwyn League and compete for prizes including grandstand tickets during the season, with end-of-year rewards set to include Paddock Club access and memorabilia.
Allwyn will also get added branding around the formation lap at selected races. Formula 1 said that part of the broadcast was chosen because it is one of the most watched moments of a race weekend, landing just before the lights go out.
The deal gives Allwyn a bigger stage after its first season in F1
Allwyn came into Formula 1 in 2025 as an official partner, with brand awareness and fan engagement at the center of the tie-up. This extension shows both sides want to go further than trackside signage and use the partnership to keep fans active between races as well.
That approach suits where Formula 1 is heading. The series has spent the past few years pushing more fantasy, gaming, and digital products as it tries to keep newer fans connected beyond live broadcasts and race attendance.
Community work will stay part of the partnership in 2026
The F1 Allwyn Global Community Awards will continue under the renewed deal and grow from four supported charities in 2025 to eight in 2026. Last year, each selected organization received a €100,000 donation tied to Grand Prix locations in the United States, Mexico, and the Netherlands.
For Formula 1, the new agreement keeps another sponsor in place at a time when the sport is locking in long-term commercial deals across its calendar and media business. For Allwyn, it offers a bigger role inside a championship that is still adding fans at a pace few global sports can match.
