Online betting and gaming operator Super Group is entering the world of Formula 1 through a multi-year partnership with Atlassian Williams Racing.
The partnership will see Super Group’s Betway and Jackpot City brands feature on the team’s cars throughout the 2025 Formula 1 season, which begins in Melbourne next month.
“We are delighted to join the thrilling world of Formula 1, by partnering with one of the most prestigious teams in motor racing,” said Super Group CEO Neal Menashe. “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.”
The deal marks Super Group’s first foray into Formula 1 and builds on its sponsorship portfolio, which includes partnerships with teams in the English Premier League, Spain’s LaLiga and the NBA.
James Bower, commercial director at Atlassian Williams, commented: “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.”
Last week the Formula 1 team announced a new long-term title and technology partnership with leading collaboration software provider Atlassian, to begin a new era as Atlassian Williams Racing.
Shares in Super Group Ltd (NYSE:SGHC) closed 0.36 per cent higher at $8.33 per share in New York Monday.