Formula 1® announces Betway its first-ever Official Betting Operator starting from the 2026 season
Formula 1 has appointed Betway as the sport’s first Official Betting Operator under a multi-year agreement starting with the 2026 season, marking a significant step in the commercialisation of betting rights within global motorsport and the wider iGaming industry.
The partnership expands Formula 1’s betting ecosystem following its earlier data agreement with ALT Sports Data, the sport’s official betting data supplier. The deal will initially cover markets across Europe, the Middle East and Africa, alongside Canada and Mexico, positioning Betway to build deeper engagement with Formula 1’s rapidly growing international fanbase and the expanding online sportsbook and casino sector.
According to Super Group CEO Neal Menashe, the partnership represents a major milestone for Betway and sports betting innovation:
“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.”
Formula 1 Enters the Official Betting Operator Era
The agreement represents the first time Formula 1 has formally designated a betting operator partner, signalling a broader shift toward structured betting rights similar to those already established in major sports leagues and the global iGaming and sports betting market.
By introducing an official betting category, Formula 1 gains greater control over how race data is commercialised while creating new sponsorship and fan engagement opportunities linked to regulated sports betting markets.
For Betway owner Super Group, the partnership strengthens the brand’s visibility in premium global sports while opening the door to differentiated sportsbook products built around Formula 1 data. The operator has also increasingly linked major sports partnerships with safer gambling initiatives, including a campaign with Manchester City promoting responsible betting across several African markets, as detailed in Betway and Man City take Gambling Across Africa.The sponsorship push comes amid strong financial momentum for the brand, with Betway revenue rising from €359m to €500m year-on-year, as outlined in Betway Revenue Soars 39% From €359M to €500M.
Expanding Live Betting Through Race Telemetry
A core element of the partnership focuses on utilising Formula 1’s extensive race telemetry and performance data to develop real-time betting markets across sports betting and iGaming platforms.
Sportsbooks will be able to offer wagers tied to in-race developments, including:
- Safety car deployments
- Pit stop timing windows
- Position battles and overtakes
- Team strategy decisions
This type of data-driven market creation could significantly expand Formula 1’s betting offering beyond traditional pre-race wagers while strengthening engagement across online betting and casino platforms.
Micro-Betting Opportunities for Sportsbooks
Historically, motorsport betting has largely focused on race winners, podium finishes and championship outcomes. Access to official telemetry and predictive analytics now opens the door for sportsbooks to introduce in-play and micro-betting markets similar to those seen in football and tennis.
For operators in the iGaming ecosystem, these markets provide opportunities to increase betting frequency during races while offering fans more dynamic wagering options tied directly to race strategy and track events.
ALT Sports Data Powers the Betting Infrastructure
The partnership builds on Formula 1’s data infrastructure developed with ALT Sports Data, which packages official race information into betting feeds and pricing tools used by sportsbooks and online gambling platforms.
These data feeds allow operators to integrate official race information directly into trading systems, supporting real-time odds generation and live betting market creation across the wider sports betting and casino industry.
Betting Strategy Aligns with F1’s 2026 Regulatory Shift
The launch of the partnership ahead of the 2026 Formula 1 season is strategically timed with the introduction of new technical regulations expected to increase strategic variability during races.Greater variation in race tactics, pit stop strategies and performance outcomes could create a richer environment for live betting markets-potentially making Formula 1 a more dynamic betting product for sportsbooks, bettors, and the broader iGaming market.
As regulated sports betting continues to expand globally, the Betway partnership positions Formula 1 to further monetise its data ecosystem while deepening fan engagement through real-time wagering experiences. The agreement also reflects the financial strength of Betway’s parent company Super Group, which reported $2.2bn in revenue and $559.5m in adjusted EBITDA for FY2025, reinforcing its ability to support large-scale global partnerships, as detailed in Super Group Makes $2.2B in 2025, , plans higher dividend.
Source: Formula 1
