As part of the deal, the firm’s Betway and Jackpot City brands will be displayed on the Williams FW47 cars driven by Alex Albon and Carlos Sainz during the 2025 Formula 1 season.
The official unveiling of the new branding is scheduled to take place at Formula 1’s season launch event at The O2 in London.
The collaboration aligns with Williams’ recent efforts to secure strategic partnerships aimed at strengthening its financial position and technological capabilities.
Last year, Williams signed a title sponsorship agreement with Atlassian, leading to the team’s rebranding as Atlassian Williams Racing.
This partnership integrates Atlassian’s software tools into Williams’ operations, ing workflow improvements and technological innovation across its engineering and racing divisions.
The entry of Super Group into Formula 1 is part of a broader trend in which gaming and betting companies are leveraging the sport’s global reach to enhance brand visibility.
Formula 1 has a worldwide audience of over 700 million people across 200 territories, offering a highly effective marketing platform.
Through this partnership, Super Group aims to expand its presence in regulated betting markets, despite having pulled Betway out of the US market. It is also targeting fan engagement opportunities by integrating its gaming platforms with Formula 1 content.Partnership comes following stable growth
Super Group’s financial performance has shown significant growth, particularly in the fourth quarter of 2024.
The company reported a record-breaking ex-US quarter with total revenue of approximately €486m and adjusted EBITDA between €125m and €130m.
For the full year, revenue increased by 18% to about €1.66bn, while adjusted EBITDA rose by more than 50% to a range of €387m to €392m, with the business achieving a margin exceeding 23%.
These figures reflect Super Group’s strategic expansion and operational efficiency in the global gaming industry.
The partnership with Williams is expected to provide Super Group with a new avenue for growth by engaging with Formula 1’s global audience.
Williams Racing, in turn, benefits from the financial backing of a major gaming operator, which s the team’s efforts to remain competitive in a highly demanding sport.
Beyond Super Group and Atlassian, Williams has secured multi-year sponsorship agreements with several major corporations, including Santander, Duracell, Gulf Oil International, and Kraken.
These partnerships contribute to the team’s commercial growth and provide additional resources to its engineering and performance objectives.
The involvement of high-profile sponsors strengthens Williams’ financial foundation and positions the team for sustained competitiveness in Formula 1.
