SBC News Voice of the Sports Betting Industry
Super Group has formed a multi-year partnership with Formula 1 team Atlassian Williams Racing.
The NYSE-listed company’s Betway and Jackpot City brands will now appear on the team’s FW47 cars from the start of the 2025 F1 season, which gets underway in Melbourne, Australia next month.
Neal Menashe, Super Group CEO, stated: “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 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.”
Betway already has its branding visible alongside footballing giants such as Manchester City, Arsenal, and Chelsea in the Premier League.
Beyond football, Betway extends its reach through deals in ice hockey, basketball, cricket and rugby union.
However, this is a first for Jackpot City because, although it holds various sports-related deals in Canada, this is the first global foray into the world of motorsport for the brand.
“We are pleased to welcome Super Group into Formula 1 as an Official Partner to Atlassian Williams Racing,” added James Bower, Commercial Director, 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.”
The company looks to be in a strong position this year after it recently announced that it expects its Q4 2024 to come back as its ‘strongest ever’ ex-US quarter.
Impressively, total revenue hit approximately €486, and Adjusted EBITDA, a non-GAAP financial measure, of between €125m and €130m.
