Williams F1 team partner with Betway owners Super Group Ltd

IMAGO After luring driver Carlos Sainz to the team, Williams F1 are looking to build both on and off the circuit.

The British Formula 1 team Atlassian Williams Racing have recently announced a new ground-breaking partnership with betting and gaming industry giant Super Group Limited ahead of the 2025 season.

Super Group are the parent company of well-known casino and betting brands Jackpot City and Betway. While the company has been prominent across other sports in the UK, notably football, the partnership with Williams will certainly open up new horizons.

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These brands will be displayed on the cars driven by Alex Albon and Carlos Sainz Jr throughout the new Formula 1 season and beyond. The 2025 season looks promising indeed on and off the circuit with a host of new drivers on the grid which will make it an intriguing and exciting season to bet on. 

This new partnership will benefit both parties. With nine Constructors’ and seven Drivers’ Championship throughout their near 50-year history, Williams is one of the most successful F1 teams of all time. 

They rank only behind Ferrari in terms of Constructors Championships, while ranking fifth in total Grand Prix wins, trailing Ferrari, McLaren, Mercedes and Red Bull Racing.

Team Williams have struggled over the previous decade. They last finished in the top three of the Constructors’ Championship in the 2015 season. Back then, they had a driver lineup such as Felipe Massa and Valtteri Bottas.

This isn’t the only partnership to be announced in 2025 for the team, as a deal was struck with Atlassian earlier this year, rebranding the team’s name to Atlassian Williams Racing in the process.

James Bower, Commercial Director at Atlassian Williams Racing was delighted upon the announcement of the partnership, saying:

"We are pleased to welcome Super Group into Formula 1 as an Official Partner to 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.”

Additionally, Super Group Limited’s CEO, Neal Menashe is also buoyed by the recent 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."

Formula 1 and its extensive reach was arguably the key aspect of this newfound partnership between Super Group and Williams. There are around 700 million fans of the sport spread across roughly 200 territories, thus indicating it is a wise move by the company.

Moving into a sport with this sort of popularity will only be a good thing, especially as the appeal of Formula 1 grows year-on-year.

Despite a period of stagnation and not partnering with a title sponsor over the previous five years, Williams are certainly heading in the right direction.