Formula 1 is steering into the global betting market with a bold strategy aimed at increasing fan engagement and unlocking a new revenue stream.
Although the sport attracts over 1.5 billion cumulative TV viewers annually, its share in the global sports betting market remains surprisingly low—just 0.4%, according to Jonny Haworth, F1’s Commercial Director of Partnerships.
To change gears, F1 has partnered with ALT Sports Data to provide real-time predictive analytics and exclusive datasets to sportsbooks. The goal is to transform the way fans engage with the sport, allowing them to place bets beyond podium finishes—such as predicting pit stops, fastest laps, and driver duels mid-race.
This move comes at a pivotal time. With the 2025 F1 season featuring 24 Grand Prix races, minimal rule changes, and multiple competitive teams on the grid, the unpredictability could be a goldmine for live betting markets.
The initiative is part of F1’s larger strategy to expand digital engagement, particularly among younger audiences. However, challenges remain, including betting restrictions in Islamic countries, regulatory hurdles, and ethical concerns surrounding gambling promotion.
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Still, the growing interest in sports betting—estimated to reach $231 billion globally by 2027—makes this a high-stakes opportunity. F1 is now not just about speed on the track, but also data-driven interaction off it.
