Williams ups ante
The Williams F1 Team has appointed a fellow UK-headquartered iGaming firm as its official betting partner for the 2025 racing season.
market its sports betting and online casino brands Betway and Spin to a global racing audience
The multiyear partnership struck between Williams and Super Group Limited on Monday allows the iGaming parent to market its sports betting and online casino brands Betway and Spin to a global racing audience.
Recently rebranded after a major partnership deal with Australian technology firm, Atlassian Williams Racing took to X Monday in anticipation of revealing its new F1 branding at the 02 in London on Wednesday:
According to an Atlassian Williams news release, Super Group’s Betway and Spin sub-brand JackPot City logos will appear on the British team’s FW47 car for the 2025 season.
Major move
The iGaming deal follows the F1 outfit’s partnership with Atlassian earlier this year – the biggest investment in the racing brand’s history.
signal of intent that one of the sport’s weaker teams is upping its ante
Despite question marks over Atlassian’s billionaire founder and CEO Mike Cannon-Brookes’ move into F1 given his climate change activism, the Williams partnership is a major signal of intent that one of the sport’s weaker teams is upping its competitive ante.
Monday’s iGaming deal also marks Super Group’s first foray into F1 as it becomes Atlassian Williams’ official betting, casino, gaming, and live score partner. Super Group CEO Neal Menashe expressed his firm’s delight in entering F1, stating the sport “perfectly matches the excitement that our brands offer our worldwide customer base.”
Menashe added that the UK company looks forward to “Betway and Jackpot City logos being seen at circuits across the globe” during the 2025 Grand Prix season.
Along with the Super Group and Atlassian tie-ups, the British F1 outfit also unveiled a fresh multi-year partnership with Santander plus “extended and expanded partnerships” with Gulf Oil International, Duracell, and Kraken for 2025.
Smiles all round
Despite finishing second-last in the F1 constructors category for the 2024 Grand Prix season, since US private equity firm Dorilton Ventures acquired Williams in 2020 and, given the raft of 2025 deals, there’s increased belief the brand is attempting a big push up the grid.
Alongside adding Carlos Sainz from Ferrari as a driver for 2025, Williams F1 ambassador Jenson Button expressed the mood in the camp of “the progress that this team has been making over the years.” The ex-F1 driver, who was speaking at Silverstone last week, said the progress can be seen in the Atlassian partnership, which Button added “is a big deal.”
“They can see where this team is going, they can see the leadership of this team and how they’ve turned it around over the last few years.”