iGaming and Formula 1: How Gambling Brands Became a Part of the Planet's Main Auto Show

If you happen to turn on a Formula 1 Grand Prix broadcast on Sunday, you'll likely notice familiar logos that haven't been associated with motorsport before. For example, Play'n GO, Stake, or Betway. This is not an accident. Formula 1 is experiencing a real renaissance and has become an incredibly attractive platform for iGaming brands. But why? Let's figure it out.

According to Nielsen Sports, in 2025, the F1 audience exceeded 826 million people, adding 90 million in just two years. Races are actively exploring new markets: China (+39%), Canada (+31.5%) and Argentina (+25.5%). More importantly, the audience is getting younger: 27% of fans are representatives of Gen Z, and almost half of them are women. 61% of fans consume racing-related content on a daily basis, and 90% are emotionally involved in the results of the competition. Obviously, brands cannot pass by such a tidbit.

In 2024, Stake became the title sponsor of the team, now called Stake F1 Team Kick Sauber. In 2025, Williams Racing entered into a partnership with Super Group Limited, and the Betway and Jackpot City logos appeared on cars and racing suits. But perhaps the most high-profile case is Play'n GO's five-year contract with the Haas team, signed back in 2023. The deal is estimated at €50-100 million, and the main goal was to enter the American market.

Benefits for brands: More than just advertising

What do iGaming companies get in exchange for multi-million dollar investments? According to the commercial director of Play'n GO, this is a whole range of advantages:

1. Global reach and increased trust: This level of sponsorship increases brand credibility, especially in regulated markets. After all, F1 doesn't partner with just anyone.
2. Exclusive Opportunities: Brands gain access to private events and VIP areas, allowing them to strengthen relationships with key partners.
3. B2B image: Partnership with F1 positions iGaming companies as a serious, mature, and reliable business, which attracts investors and helps in the dialogue with regulators.

Research confirms that this strategy works. Sponsorship deals with major sporting events are among the top three most effective marketing channels. 76% of F1 fans believe that sponsors make races more spectacular, and one in three are ready to consider buying goods or services from sponsoring companies. Among young people, this figure is even higher.

Adapting to challenges and pitfalls

Of course, not everything is so smooth. In some countries, iGaming brands face severe pressure from regulators. For example, in Brazil, the UK, and Australia, there is an active fight against gambling advertising.

Fortunately, most iGaming companies are used to bypassing blocking by using flexible branding strategies. The official name of Stake F1 Team Kick Sauber allows them to quickly change the sign depending on the legislation of a particular country.