TLDR
- Formula 1 and Allwyn have renewed their global partnership after a successful first year together
- The deal introduces the “Allwyn League” prediction game where fans can win grandstand tickets and Paddock Club access
- Allwyn will get premium branding during formation laps at selected races
- The F1 Allwyn Global Community Awards program is doubling in size to support up to eight local organizations
- F1 reached 827 million fans and 1.8 billion TV viewers during the 2025 season
Formula 1 and Allwyn have officially renewed their global partnership. The announcement was made on March 27, 2026, following what both sides described as a successful first year of working together.
The renewed deal puts a strong emphasis on gamification and fan engagement. It also includes expanded branding opportunities and a bigger commitment to community programs.
Allwyn League Prediction Game Launches for Fans
One of the main features of the new deal is the launch of the “Allwyn League.” This is a gamification element built into the F1 Predict platform.
The Allwyn League will let fans predict the outcomes of Grand Prix races. Top performers at each race will have the chance to win grandstand tickets.
Seasonal rewards are also part of the package. These include access to the Paddock Club and exclusive collectible items.
The move fits into a broader trend in sports where companies are trying to boost second-screen engagement. Fans are increasingly using their phones and tablets while watching live events.
Allwyn will also get premium branding during selected formation laps. The formation lap is one of the most-watched moments of any race weekend.
The company plans to use these moments to push its “Winning Awaits” messaging to a global audience. This gives Allwyn visibility at a point when viewer attention is at its highest.
Community Awards Program Doubles in Size
The partnership is also expanding its community work. The F1 Allwyn Global Community Awards program launched in 2025 and will now double in size.
The program will support up to eight local community organizations tied to Grand Prix events. Previously, it donated €100,000 to four charitable organizations in the United States, Mexico, and the Netherlands.
Formula 1 had a strong 2025 season in terms of audience numbers. The championship reached a global fanbase of 827 million people.
Television viewership hit 1.8 billion across the full season. Those numbers make F1 one of the most-watched sports properties in the world.
Emily Prazer, chief commercial officer at Formula 1, said the partnership reflects a shared commitment to innovation and fan experiences. She said the work is about “leaving a positive legacy.”
Pavel Turek, director of global partnerships at Allwyn, called the deal the company’s most important long-term commitment to sport. He said the goal is to make the track experience rewarding for fans while creating a positive impact for communities.
The renewed deal covers broadcast integration, digital engagement, and on-track branding. It is structured to touch multiple parts of the fan experience.
Allwyn’s integration with the F1 Predict platform means the company will have a presence in Formula 1’s digital ecosystem. This goes beyond traditional trackside advertising.
The F1 Allwyn Global Community Awards program will now support organizations in more countries as the race calendar continues to grow. The program donated €100,000 to four groups in its first year and is set to increase that reach in the upcoming season.
