Formula 1 has named Betway as its first official betting operator through a multi-year agreement. The partnership, announced ahead of the season-opening Australian Grand Prix, will cover Europe, the Middle East, Africa, Canada, and Mexico.
Formula 1's director of commercial partnerships, Jonny Haworth, stated that sports betting is a natural extension of fan engagement with live events. The collaboration aims to bring adult fans closer to the sport's strategy and action through innovative data integration.
The deal leverages ALT Sports Data's expertise to provide real-time predictive analytics and proprietary odds, allowing fans to place in-play bets on elements like safety car incidents and pit stops. The 2024 season begins this weekend in Melbourne with an expanded 11-team grid.