Key Highlights
- Allwyn and Formula 1 have extended their collaboration following a productive inaugural season
- A new interactive prediction platform called the “Allwyn League” offers fans chances to win grandstand seats and exclusive Paddock Club experiences
- Premium brand visibility during formation laps at select Grand Prix events is included in the agreement
- The F1 Allwyn Global Community Awards initiative is expanding to benefit up to eight charitable organizations
- The 2025 F1 season attracted 827 million global fans with television audiences reaching 1.8 billion viewers
Formula 1 and Allwyn have confirmed the extension of their worldwide partnership agreement. Both organizations announced the continuation on March 27, 2026, after celebrating a productive inaugural collaboration.
The extended agreement places significant focus on interactive fan experiences and gamification strategies. Additionally, it features enhanced visibility opportunities and an amplified dedication to supporting grassroots initiatives.
Interactive Allwyn League Platform Engages Racing Enthusiasts
A centerpiece of the extended collaboration is the introduction of the “Allwyn League,” an interactive gaming component integrated within the F1 Predict ecosystem.
Through the Allwyn League, racing enthusiasts can forecast Grand Prix results. The most accurate predictors at individual events will earn opportunities to secure grandstand admission.
The platform also features season-long prizes, which encompass Paddock Club entry and limited-edition memorabilia.
This initiative aligns with an emerging pattern across professional sports, where organizations seek to enhance multi-screen participation. Audiences increasingly engage with mobile devices and tablets during live sporting broadcasts.
Additionally, Allwyn secures prominent brand placement during formation laps at designated race weekends. Formation laps represent some of the most heavily viewed segments of Grand Prix coverage.
The organization intends to leverage these high-visibility moments to broadcast its “Winning Awaits” campaign to international audiences. This positioning provides Allwyn exposure during peak viewer engagement periods.
Charitable Initiative Expands to Support More Organizations
The collaboration is simultaneously broadening its philanthropic efforts. The F1 Allwyn Global Community Awards initiative, which debuted in 2025, will now extend its reach significantly.
The expanded program will provide assistance to as many as eight community-based organizations connected to Grand Prix host locations. In its initial phase, the program contributed €100,000 to four nonprofit groups across the United States, Mexico, and the Netherlands.
Formula 1 experienced impressive viewership metrics throughout the 2025 championship season. The racing series connected with a worldwide audience totaling 827 million individuals.
Broadcast viewership climbed to 1.8 billion throughout the complete season. These figures position F1 among the globe’s most prominent sporting competitions.
Emily Prazer, serving as chief commercial officer for Formula 1, noted that the partnership demonstrates a mutual dedication to creative approaches and enhanced fan engagement. She emphasized the importance of “leaving a positive legacy.”
Pavel Turek, holding the position of director of global partnerships at Allwyn, described the agreement as the company’s most significant sustained investment in athletic competition. He highlighted the objective of enriching the spectator experience while generating meaningful community benefits.
The renewed collaboration encompasses broadcast integration, digital platform development, and circuit-based brand visibility. The agreement is designed to impact numerous aspects of spectator engagement.
Allwyn’s incorporation within the F1 Predict platform ensures the brand maintains a footprint across Formula 1’s digital infrastructure. This extends well beyond conventional trackside promotional activities.
The F1 Allwyn Global Community Awards initiative will now assist organizations across additional nations as the racing schedule continues expanding. Following its €100,000 contribution to four organizations during its launch year, the program is positioned to broaden its influence in the coming season.
