Super Group partners with Atlassian Williams Racing in Formula 1

Super Group, the parent company of Betway, joins Formula One as the official partner of Atlassian Williams Racing (AWR).

As mentioned in a blog post by AWR, Super Group’s first motorsport sponsorship kicks off a multi-year partnership with one of the best racing teams in Formula One.

After Super Group departed from the U.S. sportsbook market last year, it was uncertain where exactly the gambling parent company was heading. Now, it’s set on Formula One, the pinnacle of international motorsport racing.

The partnership marks Super Group’s latest efforts to expand its sports presence, with sponsorships already in motion in the Premier League, NBA, and more. Similarly, Coinbase also partnered with the Aston Martin Formula One racing team.

Betway and Jackpot City branding will appear on AWR’s FW47 cars as soon as the 2025 Formula One season starts in Melbourne, Australia.

Neal Menashe, Super Group CEO, said: “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.”

Big year for Atlassian Williams Racing

In a blog post earlier this year, technology giant Atlassian announced that it would enter a long-term partnership with Williams Racing, one of the most successful Formula One racing teams.

AWR also unveiled its FW47 racing cars at the London O2 during the 2025 season livery, vehicles set to wear the names of Super Group brands such as Betway and Spin. It’s no self-driving car, but the FW47’s expected to be the most powerful racing model yet heading into the 2025 Formula One season.

AWR’s inner circle of sponsors continues to grow, as the team announced it would enter “a new multi-year partnership with Santander, alongside extended and expanded partnerships with Duracell, Gulf Oil International, and Kraken.”

James Bower, commercial director at Atlassian Williams Racing, said: “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.” In other news, the Formula 1 Williams boss was shocked to learn that 20,000 car parts are managed using Excel. Featured image: Botond Dobozi / Pexels

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