BGC Launches DEI Principles for UK Betting Sector
The agreement will see the sports betting brand become the first official betting partner in the history of the Formula 1 championship. The partnership is scheduled to take effect from the start of the 2026 Formula 1 season.
The arrangement will apply across several major international markets, including Europe, the Middle East, Africa, Canada and Mexico. The deal represents a notable development for betting partnerships linked to global motorsport.
As part of the collaboration, ALT Sports Data will serve as Formula 1’s official betting data provider. The company will deliver predictive analytics using both historical and live Formula 1 data, while also supporting the creation of proprietary odds and betting products tied to the sport.
This agreement represents the first partnership of its kind within Formula 1’s betting ecosystem and signals a move toward greater use of data-driven engagement tools for fans.
Live Betting to Focus on Race Strategy and Real-Time Data
The live betting experience will centre on race strategy and rely heavily on the large volume of data generated during events. Millions of data points collected throughout races will include information such as tyre performance, lap times, team strategies and weather conditions.
Fans aged 18 and over in eligible markets will be able to place live wagers through the Betway platform on various race developments and strategic outcomes.
Live betting options will include predictions linked to:
Safety car deployments
Pit stop timing and strategy decisions
On-track battles between drivers
Key moments influenced by team tactics
By using official data feeds, the initiative aims to ensure betting markets reflect accurate real-time insights derived directly from Formula 1’s operational data.
The partnership also arrives ahead of the 2026 Formula 1 season, which is expected to be particularly significant as new technical regulations are introduced. These changes are designed to drive further technological development across the sport.
Executives Highlight Opportunities for Fan Engagement
Jonny Haworth, Director of Commercial Partnerships at Formula 1, said the initiative represents a new phase in fan engagement through betting experiences that are becoming increasingly integrated with live sporting events.
“Sports betting is now a natural extension of how many modern fans engage with live events. As a series with vast and complex data sets, our innovative partnership with Betway allows our adult fans to get closer to the strategy and action that makes Formula 1 so exciting.”
Haworth added that the use of regulated real-time data will provide additional ways for fans to interact with the sport.
“While betting and sport have always gone hand in hand, this new product offering based on regulated and real-time data takes Formula 1 into a new cutting-edge dimension that delivers even greater engagement and excitement for fans.”
Neal Menashe, CEO of Super Group, also highlighted the importance of the agreement for the Betway brand.
“We are very pleased to sign the first agreement of this kind for our Betway sports betting brand in Formula 1. This partnership reinforces our commitment to sport at the highest level and will ensure our customers have access to some of the most innovative markets during race weekends.”
He added that the upcoming championship is expected to deliver strong competition across the global calendar.
“It promises to be a competitive season with fantastic races around the world – and we look forward to being part of it.”
The partnership demonstrates the growing intersection between sports data, digital technology and betting markets, particularly within major international competitions such as Formula 1.
