Betway Partners with Formula 1
Betway has officially announced a multi-year partnership with Formula 1, making it the first official betting operator in the sport. This significant deal was confirmed on March 5, 2026, and will commence at the start of the 2026 season, which kicks off with the Australian Grand Prix on March 8.
The partnership allows fans to place in-play bets on driver and team strategies during races, enhancing the engagement of spectators with the live events. The deal spans multiple regions, including Europe, the Middle East, Africa, Canada, and Mexico, reflecting the global reach of both Betway and Formula 1.
Jonny Haworth, the director of commercial partnerships for Formula 1, emphasized the importance of this development, stating, “Sports betting is now a natural extension of how many modern fans engage with live events.” This sentiment underscores the evolving landscape of sports engagement, where betting has become increasingly integrated into the viewing experience.
Neal Menashe, CEO of Super Group, which owns Betway, expressed enthusiasm about the partnership, stating, “We are thrilled to sign our Betway sportsbook brand to the first deal of its kind in Formula 1.” He further added, “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.”
As part of this collaboration, ALT Sports Data will serve as the official betting data supplier for Formula 1, providing the necessary data to facilitate real-time betting options.
The 2026 F1 season will feature 24 races, and this partnership is expected to set a precedent in the F1 betting market, marking a significant shift in how fans interact with the sport.
In the wake of this announcement, Super Group Ltd shares saw a 4.90% increase, closing at $11.57, indicating positive market reception to the news.
Haworth also noted, “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.” This reflects a broader trend in sports where technology and data are increasingly utilized to enhance fan experiences.
Details remain unconfirmed regarding the specific betting markets that will be available, but the initial reactions from both Betway and Formula 1 suggest a strong commitment to innovating the fan experience in motorsport.