Allwyn bolsters Formula 1 presence with McLaren Racing deal

McLaren Racing has revealed a new partnership with UK-based lottery operator Allywn, which takes effect from the 2025 season.

The new agreement covers the McLaren Racing Formula 1 team, as well as the McLaren F1 Academy team, and the McLaren Shadow F1 Sim Racing outfit.

The deal builds on Allwyn’s partnership with Formula 1, which was announced earlier this week.

Allwyn will benefit from brand visibility across McLaren Racing cars, as well as on the uniforms of drivers Lando Norris and Oscar Piastri.

The company will additionally receive promotion on touchpoints across the McLaren Shadow Sim Racing and F1 Academy teams.

McLaren have signed a number of partnership extensions earlier this year with Alteryx, Medallia, Salesforce, Smartsheet, and Stanley Black & Decker. Earlier this month, the organisation also unveiled an agreement with Greene Tweed.

“Off the back of a fantastic 2024 season in Formula 1, it’s great to have an international brand like Allwyn join us at a time when the team – and the sport – is going from strength to strength,” said Zak Brown, CEO at McLaren Racing.

“We’re excited to go racing together.”

Karel Komarek, Founder of Allwyn, added, “This exciting partnership – alongside the partnership we announced earlier this week with F1 – is a big step forward on Allwyn’s journey to expand its business and brand globally.

“Our collaboration with McLaren benefits from a shared drive to thrive, fuelled by technology and with innovation at its heart; characteristics that will continue to power Allwyn’s global development.”

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