Super Group, a prominent online betting operator, has secured a multi-year partnership with Atlassian Williams Racing, marking its entry into Formula 1.
Key Takeaways:
- Super Group’s Betway and Jackpot City brands to feature on Williams’ F1 cars in 2025
- Partnership expands Super Group’s sponsorship portfolio beyond football and basketball
- Atlassian Williams Racing aims to leverage F1’s global fan base for brand exposure
Super Group Accelerates into Formula 1
Super Group, the parent company of popular online casino brands Betway and Jackpot City, is set to make its Formula 1 debut through a newly announced partnership with Atlassian Williams Racing. The collaboration will see the betting operator’s logos adorning the team’s cars throughout the 2025 Formula 1 season, commencing in Melbourne.
Expanding Sponsorship Horizons
This move into motorsport represents a significant expansion of Super Group’s sponsorship strategy. The company already maintains partnerships with teams in major football leagues such as the English Premier League and Spain’s LaLiga, as well as in the NBA. The Formula 1 deal offers a unique opportunity to reach a diverse, global audience.
Neal Menashe, CEO of Super Group, expressed enthusiasm about the partnership: “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.”
Mutual Benefits for Brands
For Atlassian Williams Racing, the partnership presents an opportunity to collaborate with established online betting brands. James Bower, commercial director at Atlassian Williams, highlighted the potential reach: “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.”
Bower also emphasized the team’s approach to partnerships: “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.”
Atlassian’s Involvement
The announcement follows Atlassian Williams Racing’s recent revelation of a long-term title and technology partnership with Atlassian, a leading collaboration software provider. This partnership marks the beginning of a new era for the team under the name Atlassian Williams Racing.
Market Response
The news of Super Group’s Formula 1 partnership appears to have been well-received by investors. Shares in Super Group Ltd (NYSE:SGHC) closed 0.36 per cent higher at $8.33 per share in New York on Monday, indicating a positive market response to the company’s strategic move into motorsport sponsorship.
