Williams announce new partnership with online betting company
Ahead of the upcoming F1 season, Williams has announced a major multi-year partnership with Super Group Limited, the parent company of leading online sports betting and gaming business Betway and casino brand Jackpot City.
As part of the partnership, both brands will appear on the FW47 driven by Alex Albon and Carlos Sainz this year.
The agreement will see Super Group’s brands become Atlassian Williams Racing’s betting partner, casino partner, gaming partner, score partner and live score partner. It marks Super Group’s entry into Formula 1, building on their market-leading sports sponsorship portfolio which includes teams from across the Premier League, La Liga, NBA and more.
The announcement continues Williams’ commercial momentum from the past months. In February, the Grove-based outfit announced a new long-term title and technology partnership with leading collaboration software provider Atlassian. For 2025 the team has also recently announced a new multi-year partnership with Santander, alongside extended and expanded partnerships with Duracell, Gulf Oil International and Kraken.
Commenting on the announcement, Williams' Commercial Director James Bower noted: “We are pleased to welcome Super Group into Formula 1 as an Official Partner to Atlassian Williams Racing.
"Williams is an icon of a sport that has a growing global fan base of more than 700 million people and is broadcast in 200 territories, providing an incredible platform for Betway and Jackpot City to reach fans in every corner of the planet. We take great pride in our award-winning, innovative and fan-focused approach to partnership activations and look forward to working together with Super Group in 2025 and beyond.”
Reflecting on the agreement, Super Group's Chief Executive Officer Neal Menashe commented: “We are delighted to join the thrilling world of Formula 1, by partnering with one of the most prestigious teams in motor racing.
"The sport perfectly matches the excitement that our brands offer our worldwide customer base and we look forward to Betway and Jackpot City logos being seen at circuits across the globe during the varied and entertaining Grand Prix calendar.”
