During the BlackBook Motorsport Forum, in London, the director confirmed that the entity is seeking a greater space in the betting market. “We move 0.4% of the sector, which is kind of crazy considering the size of Formula 1 and for a sport with low latency data in high volume, which is what drives betting,” revealed Jonny Haworth.
“We are working hard to have an engaging betting product that allows people not only to predict the final results, but to use the data to be able to bet live,” continued Haworth.
According to the executive, betting can provide F1 fans with a new experience beyond “sitting and watching” the GP, and he also indicated that the variation in the category’s results and the unpredictability of the order of forces from 2026, when new regulations come into effect, create the perfect time for Formula 1 to work with an eye on the sports market.
To accelerate this initiative, in February, Formula 1 entered into a partnership with ALT Sports Data, a company from San Diego, in the United States, that specializes in creating products for the sports betting sector.
The executive, however, acknowledged that Formula 1 took a long time to explore the sports betting segment compared to other sports, but sees great potential for growth.
F1’s strategy, based on the partnership with ALT Sports Data, goes beyond traditional betting on results. The goal is to create a platform that uses real-time data to offer multiple betting options, making the experience more dynamic for the public.
Source: GMB
