Williams and Super Group seal an unprecedented agreement in F1
Atlassian Williams Racing has announced a long-term partnership with , the parent company of the renowned sports betting brand Betway and online casino Jackpot City. This agreement marks Super Group’s entry into Formula 1. It strengthens its growing presence in global sports sponsorships, including Premier League, La Liga, and the NBA teams. The announcement is pivotal for Williams as the team prepares to unveil the FW47 livery that Alex Albon and Carlos Sainz will drive in the 2025 season. The official F1 season launch at London’s O2 Arena today revealed the car, prominently featuring the Betway and Jackpot City logos.
This agreement follows closely on the heels of Williams Racing’s recent long-term partnership with Atlassian. This ushers in a new era for the F1 team, now officially known as Atlassian, a leader in collaboration software, will serve as the team’s official title, technology, and collaboration partner. This deal is the largest in Williams’ history, supporting its transformation strategy, which leverages AI to enhance teamwork and innovation. Atlassian’s branding will also be on the FW47 cars throughout the 2025 season.
Strategic boost for Williams and the betting industry
This partnership not only strengthens the commercial structure of Atlassian Williams Racing but also solidifies the sports betting industry’s footprint in motorsports. Super Group will be the official betting, casino, online gaming, and live odds partner, ensuring global exposure throughout the championship.
Neal Menashe, CEO of Super Group, emphasised the significance of this alliance:
“We are thrilled to enter the exciting world of Formula 1 by partnering with one of the most prestigious teams in motorsport.” He also highlighted the synergy between the two brands: “Sports align perfectly with the excitement our brands bring to our global customer base.”
This move underscores Super Group’s strategy to strengthen Betway and Jackpot City’s presence in key markets, leveraging Formula 1’s exponential growth. While 2024 global audience data has yet to be released, trends from 2022 and 2023 suggest that TV viewership will exceed 1.5 billion. Meanwhile, trackside attendance is estimated at over 5 million. As Formula 1’s fanbase expands, betting brands gain a unique opportunity to engage new audiences and reinforce their global market position.
Williams continues to build a strong commercial framework
The Super Group partnership is the latest in a series of strategic alliances that Atlassian Williams Racing has secured to enhance its competitiveness. Williams has signed multi-year deals with Santander and renewed and expanded partnerships with Duracell, Gulf Oil International, and Kraken.
James Bower, Commercial Director of Atlassian Williams Racing, highlighted the value of this partnership:
“Williams is an icon in a sport with a global fanbase of over 700 million people, broadcast in 200 territories, providing an incredible platform for Betway and Jackpot City to reach fans in every corner of the world.”
He also emphasised Williams’ innovative approach to partnerships:
“We take pride in our award-winning, innovative, and fan-centric approach to sponsorship activations and look forward to working with Super Group in 2025 and beyond.”
With this new agreement, Williams strengthens its commitment to commercial and sporting growth, securing the financial backing needed to compete in the modern era of Formula 1. Meanwhile, Super Group boldly moves into the world’s premier motorsport category, aiming to solidify its global leadership in the sports betting and online casino industry.
This alliance marks Super Group’s debut in Formula 1, expanding its sports sponsorship portfolio. Moreover, it aligns with Super Group’s expansion strategy in key markets. For instance, the company recently entered the Peruvian market with its Jackpot City brand, demonstrating its ambition to dominate the global online gaming industry.
This article first appeared in Spanish on 18 February 2025.
