Super Group seals Williams Racing partnership in F1 push
Firm’s Betway and Jackpot City brands to appear on team’s car as part of a new multi-year deal, as Super Group joins Allwyn in netting fresh 2025 deal
Super Group has put pen to paper on a multi-year sponsorship agreement with Formula 1 team Atlassian Williams Racing.
The partnership will see Super Group’s Betway and Jackpot City brands appear on the UK-based team’s cars from the start of the 2025 season.
Betway is the New York-listed operator’s sports betting brand, while Jackpot City is one of the leading platforms within the multi-brand casino business Spin.
The expansion into motorsport comes after Betway has built out a strong marketing presence in football, ice hockey, basketball, cricket and rugby union.
The brand is the front-of-shirt sponsor for Premier League side West Ham and an official partner for Manchester City, Arsenal and Chelsea.
Jackpot City also holds various sponsorship agreements in Canada.
The new Formula 1 season starts in Melbourne, Australia next month, with Williams securing a title sponsorship with Australian technology company Atlassian last week.
Super Group’s deal with Williams follows lottery giant Allwyn securing an official partnership with Formula 1 itself and a team-specific deal with McLaren.
Under the McLaren deal, the UK National Lottery operator will be afforded branding opportunities on the team’s cars and on Lando Norris and Oscar Piastri’s driving uniforms.
Both Super Group and Allwyn will join Stake in holding a prominent Formula 1 deal, with the crypto-centric firm having served as Alfa Romeo’s title sponsor since the start of last season.
Neal Menashe, Super Group CEO, said: “We are delighted to join the thrilling world of Formula 1, by partnering with one of the most prestigious teams in motor racing.
“The sport perfectly matches the excitement that our brands offer our worldwide customer base and we look forward to Betway and Jackpot City logos being seen at circuits across the globe during the varied and entertaining Grand Prix calendar.”
James Bower, Williams Racing commercial director, added: “We are pleased to welcome Super Group into Formula 1 as an official partner to Atlassian Williams Racing.
“Williams is an icon of a sport that has a growing global fan base of more than 700 million people and is broadcast in 200 territories, providing an incredible platform for Betway and Jackpot City to reach fans in every corner of the planet.
“We take great pride in our award-winning, innovative and fan-focused approach to partnership activations and look forward to working together with Super Group in 2025 and beyond.”