Global lottery operator Allwyn and Formula One have entered into a multi-year partnership aimed at expanding their reach to new audiences. The partnership focuses on brand awareness and leverages Formula One's growing popularity, particularly in the United States and among female fans. Allwyn, which operates lotteries in several countries including Britain, Italy, and Austria, plans to champion community involvement and causes supported by lottery funding through the collaboration.
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The deal, between Swiss-based Allwyn AG and the Liberty Media-owned series, has brand awareness as a focus rather than any individual country. Chief executive Robert Chvatal told Reuters Formula One appealed through its growing popularity in the United States, with three grands prix on the 24-race calendar, and increasing female fanbase.
“Women more than 40 per cent of the following for Formula One and it all happened in the last four years... and I have to say that this is something which also determined why we decided to partner with Formula One as a series.” Chvatal emphasised that Britain’s National Lottery would play no part in the F1 sponsorship, despite the country being home to most of the 10 teams and providing a fifth of the drivers on the starting grid.
LOTTERY FORMULA ONE PARTNERSHIP BRAND AWARENESS COMMUNITY INVOLVEMENT
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