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Atlassian Williams Racing has entered into a long-term partnership with Super Group Limited, the parent company of Betway and Jackpot City. This deal marks Super Group’s first venture into Formula 1, expanding its global sports sponsorship portfolio beyond football and basketball.
Through this agreement, Super Group’s brands will take on multiple roles, including Official Betting Partner, Official Casino Partner, and Official Live Score Partner of Williams Racing. The partnership strengthens Betway and Jackpot City’s presence on a global stage, aligning their brands with the high-energy world of Formula 1 racing.
Neal Menashe, CEO of Super Group, expressed enthusiasm about entering Formula 1 through a collaboration with Williams Racing. “We are delighted to join the thrilling world of Formula 1, by partnering with one of the most prestigious teams in motor racing.”
He also emphasized the synergy between Formula 1 and Super Group’s gaming brands, stating: “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.”
James Bower, Commercial Director at Williams Racing, highlighted the opportunity to connect with F1’s vast audience. “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 noted Williams Racing’s commitment to delivering engaging partnerships, adding: “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.”
This collaboration positions Super Group alongside a historic racing team, reinforcing its presence in elite sports sponsorships. With Formula 1’s expanding audience worldwide, Betway and Jackpot City are set to maximize brand exposure across different markets.