Key Highlights
- Allwyn and Formula 1 have extended their collaboration following a positive inaugural season
- A new “Allwyn League” feature allows fans to compete in race prediction challenges for premium prizes including Paddock Club passes
- Formation lap branding at select events gives Allwyn visibility during peak viewership moments
- The charitable awards initiative expands to benefit eight community organizations, up from four
- Formula 1’s 2025 season attracted 827 million fans globally with 1.8 billion television viewers
The collaboration between Formula 1 and Allwyn continues into its second year following confirmation on March 27, 2026. Both organizations characterized their inaugural season together as highly productive.
This extension prioritizes interactive fan experiences and gamification elements. The agreement also features enhanced marketing visibility and an increased focus on supporting local communities.
New Prediction Competition Debuts for Grand Prix Enthusiasts
Central to the extended agreement is the introduction of the “Allwyn League,” an interactive component integrated within F1’s prediction platform.
Through this feature, racing enthusiasts can forecast race results throughout the season. The most accurate predictors at individual events will earn grandstand admission tickets.
Championship-long prizes elevate the stakes further. These include exclusive Paddock Club experiences and limited-edition memorabilia for top performers.
This approach aligns with growing industry patterns where organizations leverage digital platforms to enhance audience participation. Contemporary sports fans frequently engage with mobile devices simultaneously with live broadcasts.
Formation lap visibility represents another strategic component. Allwyn secures prominent exposure during this critical pre-race sequence at designated Grand Prix events.
These high-attention moments provide opportunities for Allwyn’s “Winning Awaits” campaign messaging. The positioning capitalizes on peak audience engagement immediately before race starts.
Charitable Initiative Expands to Eight Recipients
The social responsibility dimension of this partnership receives significant enhancement. The F1 Allwyn Global Community Awards, introduced during 2025, now doubles its scope.
Eight community-focused organizations connected to Grand Prix host locations will receive support through the expanded program. The inaugural year saw €100,000 distributed among four beneficiaries across the United States, Mexico, and the Netherlands.
Formula 1 demonstrated remarkable reach throughout its 2025 championship. The series connected with 827 million enthusiasts worldwide.
Television audiences totaled 1.8 billion viewers over the complete season. These metrics position Formula 1 among the planet’s most-viewed sporting competitions.
Emily Prazer, serving as chief commercial officer for Formula 1, emphasized that the collaboration demonstrates mutual dedication toward innovation and enhanced fan engagement. She highlighted the importance of “leaving a positive legacy” through their combined efforts.
Pavel Turek, who leads global partnerships at Allwyn, described the arrangement as the organization’s most significant ongoing sports investment. He emphasized objectives around enriching fan experiences at circuits while generating meaningful community benefits.
The extended arrangement encompasses broadcast elements, digital platforms, and circuit-based marketing. Its design touches numerous aspects of how audiences experience Formula 1.
Through integration with F1’s prediction technology, Allwyn establishes presence throughout Formula 1’s digital infrastructure. This represents evolution beyond conventional trackside promotional methods.
With Formula 1’s calendar continuing expansion, the F1 Allwyn Global Community Awards will extend its geographic footprint. Following its €100,000 contribution to four organizations initially, the program prepares to broaden its impact in the coming season.
