Allwyn as global partner for the McLaren team
Just yesterday we reported that Allwyn in Formula 1 Now it's clear: The target is McLaren. The lottery operator has signed a global partnership with the McLaren F1 Team, further underlining its ambitions in motorsport. The new agreement means that the Allwyn branding will be present on McLaren's racing cars and driver overalls in the upcoming F1 season.
This partnership follows Allwyn's multi-year contract with Formula 1, which was announced just earlier this week. The company is thus consistently pursuing its strategy of increasing its international visibility and promoting responsible gaming through high-profile sports collaborations.
McLaren, which secured the 2024 Constructors' Championship, has an immense global following and the partnership with Allwyn provides the company with a prime platform to connect with a wider audience and implement innovative fan engagement strategies.
Focus on fan engagement and social responsibility
However, Allwyn's new collaboration with McLaren goes beyond mere brand presence. It focuses on fan engagement initiatives and programs that focus on responsible gaming. Formula 1 will celebrate its 2025 anniversary in 75 and currently has a global fan base of around 750 million people. Through the collaboration with McLaren, Allwyn wants to use this enormous reach to offer interactive fan experiences and exclusive behind-the-scenes content.
The deal joins Allwyn's existing commitments to sports sponsorship, which has previously supported sporting events such as the Peace Race cycling tour. The partnership with Formula 1 also aims to highlight social impact stories by shining a light on people and projects that make a positive contribution to society.
Voices about partnership
McLaren Racing CEO Zak Brown was excited about the new addition to the team’s sponsorship pool:
"We are delighted to welcome Allwyn to the McLaren Racing family. After a fantastic 2024 season in Formula 1, it is great to bring an international brand like Allwyn to us at a time when the team and the sport are going from strength to strength."
Allwyn CEO Robert Chvátal also emphasized the shared values of the two partners:
"We are proud to create safe and responsible opportunities for people to play wherever Allwyn operates. We know that McLaren, like the entire world of Formula 1, also puts safety and responsibility first."
With this step, Allwyn is consistently continuing its expansion course and establishing itself as a present brand in global sports. The partnership with McLaren could prove to be a clever move to play a key role in Formula 1 in the long term.
