Atlassian Williams Racing Expands Reach with Super Group Partnership

WANTAGE, England (AP) — Atlassian Williams Racing announced a significant multi-year partnership with Super Group Limited, the parent company of leading online sports betting brand Betway and casino brand Jackpot City, ahead of the 2025 Formula 1 season. This agreement marks Super Group’s entrance into F1, as the brands will prominently feature on the team’s FW47 cars driven by Alex Albon and Carlos Sainz.

The eye-catching livery, which will showcase Betway and Jackpot City logos, is set to be unveiled on February 18 during Formula 1’s season launch event at The O2 in London. By becoming the official betting, casino, gaming, score, and live score partner for the team, Super Group aims to tap into F1’s global audience, which boasts over 700 million fans across 200 territories.

“We are delighted to join the thrilling world of Formula 1, by partnering with one of the most prestigious teams in motor racing,” said Neal Menashe, CEO of Super Group. “The sport perfectly matches the excitement that our brands offer our worldwide customer base.”

This partnership continues Williams’ momentum following a recent long-term title and technology collaboration with software provider Atlassian, leading to a rebranding of the team as Atlassian Williams Racing. “We are pleased to welcome Super Group into Formula 1 as an Official Partner,” said James Bower, Commercial Director at Atlassian Williams Racing. “Williams is an icon of a sport that has a growing global fan base and provides an incredible platform for Betway and Jackpot City.”

Super Group’s entry into the Formula 1 arena underscores a broader trend within the sports and gaming industry, where companies leverage motorsport’s extensive reach for expanded exposure. Betway, already a major player in the sports betting industry, has aligned itself with renowned teams and leagues, while Jackpot City’s entry into motorsport marks its first global venture.

Williams has experienced a resurgence in partnerships, also working alongside Santander, Duracell, Gulf Oil International, and Kraken. As the team pushes toward future championship success, the new partnership with Super Group is seen as a vital component of its strategy.

Bower noted, “We take great pride in our innovative and fan-focused approach to partnership activations and look forward to working together with Super Group in 2025 and beyond.”