One of the most traditional and important manufacturers in Formula 1, Atlassian Williams Racing, this week announced Super Group Limited as its newest official partner.
The group owns the Betway brand, a leader in sports betting and online gaming, and the Jackpot City casino brand. Both brands will be in the FW47 driven by Alex Albon and Carlos Sainz this year.
According to the agreement, the Super Group brands will be the Official Partners of Atlassian Williams Racing in the Online Betting and Live Score segments.
Entry into F1 further expands the group’s portfolio in the sports sponsorship market, which already includes teams from the Premier League, La Liga, NBA and more.
“Sports fit perfectly with the excitement our brands deliver to our global customer base,” said Neal Menashe, CEO of Super Group.
“We look forward to the Betway and Jackpot City logos being seen on circuits around the world. We are delighted to be joining the exciting world of Formula 1, partnering with one of the most prestigious teams in motorsport.”
Agreement with Super Group comes at a time of strategic growth for Williams
The announcement follows Williams’ commercial drive, which is strengthening in all areas in search of higher flights at this time. At the beginning of February, the team had already announced a technology partnership with leading collaboration software provider Atlassian, to begin a new era as Atlassian Williams Racing.
For 2025, the team recently unveiled a new multi-year agreement with Santander, as well as extended partnerships with Duracell, Gulf Oil International and Kraken.
According to James Bower, Commercial Director at Atlassian Williams Racing, the brand’s entry into the automaker is a movement to be celebrated. “We are happy to welcome Super Group to Formula 1 as an Official Partner of 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 are very proud of our award-winning, innovative and fan-focused approach to partnership activations. Therefore, we look forward to working with Super Group in 2025 and beyond,” concluded Bower.
