Betway, Jackpot City join Stake on the 2025 F1 Grid

Super Group brands Betway and Jackpot City will be on the livery of the Atlassian Williams’ F1 team cars driven by Carlos Sainz and Alex Albon for the 2025 season.

The sponsorship deal with Atlassian Williams Racing is Super Group’s first foray into Formula 1. At the F1 season launch event held at a sold-out London’s O2 Arena this week, we got a peek at what the cars will look like.

The Betway and Jackpot City brands are subtly located on the car’s front wing. Certainly not occupying as much real estate as title sponsor Atlassian or other major sponsors Komatsu and crypto-exchange Kraken.  They also don’t occupy anywhere near the space the Stake brand enjoys on the Stake F1 Team Kick Sauber cars, which were also unveiled at the launch event.

The Stake F1 team will again be spending the season flipping between Stake and Kick branding on their cars’ livery as the local gambling regulations of host countries permit.

Last year at the Dutch GP, local gambling regulator KSA instructed the team not to race in Stake livery given Stake don’t have a Netherlands gambling license (they did anyway!). In Belgium they complied and raced the Kick-branded car.

It’ll be interesting to see if the team gets a request from the UK Gambling Commission to drop Stake branding at Silverstone after Stake’s UK operation was ordered to shut following a Bonnie Blue viral ad controversy.

It also remains to be seen whether the Williams team will need to drop the Betway and Jackpot City brands at any of season 2025’s events. Being less conspicuous perhaps they may be overlooked.

We shouldn’t be too surprised to see Betway becoming one of the first online gambling brands to move into Formula 1. They are prodigious sponsors of sporting teams and events world wide. In just the last 5 years they have had partnerships with the likes of: Arsenal, Manchester City, West Ham United, AFC Bournemouth, Chelsea FC in the English Premier League;  The Premier Soccer League, SA20 cricket, Betway Summer Cup and Springboks in South Africa; Cleveland Cavaliers, Toronto Raptors, Golden State Warriors, Philadelphia 76ers and Chicago Bulls in the NBA.

They do like to see their brand on shirts, shorts and stadium hoarding. F1 cars were an inevitable progression.

Parent company Super Group do have the cash to splash. In late January they released their unaudited 2024 full year results which revealed a big jump in revenue and profit compared to 2023. Total revenue was up 18% to €1.66 billion while adjusted EBITDA grew more than 50%, expected to land just under €392 million.

Super Group’s share price (NYSE: SGHC) is up 150% over the past year, with most of those gains since November 2024.