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Super Group Limited, the parent company of Betway and Spin, has announced its entry into the world of Formula 1 through a strategic partnership with Atlassian Williams Racing. This multi-year agreement will see branding from Betway and Jackpot City featured on the team’s FW47 cars, beginning with the 2025 Formula One season opener in Melbourne, Australia.
This collaboration marks Super Group’s first venture into motorsport, expanding its sponsorship portfolio, which already includes partnerships in football and other major sports leagues. The Betway and Jackpot City logos will be prominently displayed on the cars driven by Alex Albon and Carlos Sainz, enhancing brand visibility throughout the highly anticipated Grand Prix season.
The official unveiling of the new Super Group branding on Williams' FW47 will take place at Formula 1’s season launch event at The O2 in London. With Formula 1’s global fan base exceeding 700 million people across 200 territories, the partnership presents a major opportunity for Super Group to strengthen its presence in regulated betting markets and enhance fan engagement.
Commenting on the deal, Super Group CEO Neal Menashe expressed enthusiasm about entering the sport: “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 to our worldwide customer base, and we look forward to Betway and Jackpot City logos being seen at circuits across the globe during the Grand Prix calendar.”
James Bower, Commercial Director of Atlassian Williams Racing, echoed similar sentiments: “Williams is an icon of a sport that continues to grow, and we are pleased to welcome Super Group as an official partner. With a worldwide audience and a strong presence in key markets, this partnership will allow Betway and Jackpot City to connect with Formula 1 fans across the globe.”
This partnership aligns with Williams Racing’s ongoing strategy of securing commercial and technological collaborations to enhance its financial and competitive standing. The team previously secured a title sponsorship deal with Atlassian, leading to its rebranding as Atlassian Williams Racing. Atlassian’s software tools have been integrated into Williams' operations, helping streamline workflow and drive innovation in engineering and race performance.
Beyond Super Group, Williams has also secured multi-year sponsorships with major brands such as Santander, Duracell, Gulf Oil International, and Kraken. These partnerships contribute to the team's efforts to remain competitive in one of the most demanding motorsports environments.
The partnership comes amid a period of strong financial growth for Super Group, which has recently raised its full-year revenue guidance to approximately €1.66 billion ($1.74 billion). The company reported a record-breaking fourth quarter of 2024, with an estimated €486 million in revenue and an adjusted EBITDA of €125-130 million—an increase of over 50% year-over-year.
While Super Group has exited the U.S. market, its focus on global expansion and brand engagement remains strong. The Formula 1 partnership is expected to serve as a key driver for further growth, offering access to a highly engaged, international audience.
As Williams Racing prepares for the 2025 Formula 1 season, its new partnership with Super Group will bring fresh commercial and marketing opportunities. The collaboration reflects a growing trend of gaming and betting companies entering the world of Formula 1, leveraging the sport’s massive global appeal to expand their reach.
With Betway and Jackpot City branding set to debut on the FW47, both Super Group and Williams Racing are gearing up for an exciting and dynamic season ahead.
Sources: Gambling Insider, NEXT.io
