Super Group’s Betway brand has been unveiled as the first official betting operator of Formula 1, ahead of this weekend’s season opener in Australia.
The multi-year deal represents the first of its kind for the sport in the betting space and builds on ALT Sports Data’s position as official betting data supplier, providing real-time predictive analytics from F1’s huge data banks, in addition to creating proprietary data and priced odds solutions.
Betway will enable F1 fans to place in-play bets on driver and team strategy, from safety car occurrences to pit windows and on-track battles.
“We are thrilled to sign our Betway sportsbook brand to the first deal of its kind in Formula 1,” said Super Group CEO Neal Menashe. “This partnership reinforces our commitment to sport at the highest level and will ensure our customers have access to some of the most innovative markets during race weekends. It promises to be a competitive season with fantastic races across the globe – we look forward to being a part of it.”
Formula 1 director of commercial partnerships, Jonny Haworth, said: “Sports betting is now a natural extension of how many modern fans engage with live events. As a series with vast and complex data sets, our innovative partnership with Betway allows our adult fans to take a step closer to the strategy and action that makes it so thrilling.
“While betting and sport have long gone hand in hand, this new product offering based on real-time and regulated data takes Formula 1 into a new cutting-edge dimension that offers event more engagement and excitement for fans.”
Betway also has a branding deal with the Atlassian Williams F1 Team that began last season.
Shares in Super Group Ltd (NYSE:SGHC) closed 4.90 per cent higher at $11.57 per share in New York Wednesday.