F1 Taps Into Betting to Enhance Fan Experience

By: Lauren Cuppy

April 25th, 2025

Photo Credit: Blackbook Motorsport

Betting has rapidly become a centralized part of the fan experience when it comes to sports. In 2024 alone, sports betting revenue in the United States surged by 25.4%, reaching a record-breaking $13.71 billion, according to the American Gaming Association (Sports Pro). With this kind of momentum, it's no surprise that major leagues are integrating betting more deeply into their platforms. From the explosion of online sportsbooks to the arrival of ESPN Bet, fans now have more ways than ever to engage with their favorite sports.

Despite gambling’s prominent presence in other sports, Formula One (F1) has traditionally been on the periphery of this landscape. However, F1’s director of commercial partnerships, Jonny Haworth, is looking for ways to further engage fans with the sport by creating a more sophisticated betting product. In order to create this new service, F1 recognized the need to develop “betting focused real-time predictive analytics for the series” (Blackbook Motorsport). To accomplish this, F1 announced a partnership with ALT Sports Data to be their official betting data supplier back in February. The company will also develop and provide exclusive data and odds pricing solutions for the betting industry. Although F1 did have a regional deal with 188Bet in Asia, they are yet to commit to a global betting partner. 

Despite the organic growth and engagement opportunities that a more sophisticated betting product presents, there are a few challenges that accompany this venture. A significant portion of F1’s fan base is younger, and critics argue that integrating gambling into the sport could pose risks to younger audiences who are more impressionable and potentially vulnerable. According to chief commercial officer Emily Prazer, “F1 is continuing to reach younger fans, with over 50% of followers on TikTok and 40% of followers on Instagram under age 25” (Kidscreen). Furthermore, geopolitical concerns are also present. Gambling/betting is difficult “with team orders being a feature and gambling barred in the Islamic world, which hosts four races in the Middle East” (Daily Sabah).