Formula 1 and Allwyn have announced the extension of their Official Partnership, with the leading lottery-led entertainment company signing a new multi-year agreement following a successful first season in the sport, during which Formula 1 continued to reach a more diverse global audience of 827 million fans.

The extension represents a significant opportunity to build deeper audience engagement through pioneering fan-centric activations. The renewed agreement also includes new interactive and broadcast elements designed to attract and develop fan avidity. It builds on a strong inaugural year in 2025, while continuing a shared commitment to innovation, technology and driving positive change in the communities where both organisations operate.

As part of the expanded partnership, Allwyn will have enhanced brand assets and visibility during the formation lap at selected races this season, aligning with Allwyn’s “Winning Awaits” brand positioning. With the 2025 season reaching a global TV audience of 1.8bn, this is recognised as one of the most watched and exciting pre-race moments of a Formula 1 weekend, when anticipation and tension builds, helping bring to life this message immediately before lights out.

Allwyn will also integrate into the F1 Predict platform, where fans can try to guess the outcome of key moments during a Grand Prix weekend, through the creation of the Allwyn League which will give them the chance to win exclusive F1 prizes – including grandstand tickets to a Grand Prix for the highest scorer over each race weekend plus special end-of-season prizes such as Paddock Club access and one-of-a kind memorabilia.

The successful F1 Allwyn Global Community Awards initiative which saw four charities across the US, Mexico and the Netherlands each win an Allwyn donation of €100,000 in 2025 will return and expand in 2026, doubling in size to help up to eight local community organisations associated with Grands Prix this year.

Emily Prazer, Chief Commercial Officer of Formula 1, said: “We’re delighted to be extending and enhancing our partnership with Allwyn, benefitting our fans and the communities where we race. Our work with Allwyn reflects our shared commitment to leaving a positive legacy and leveraging innovation as a way of delivering new fan experiences both at home and at our global events. Allwyn is a strong and valued partner to F1, both in growing the sport and in benefitting the people it reaches around the world.”

Pavel Turek, Chief Officer Global Partnerships at Allwyn, said: “We are thrilled to take our official partnership with Formula 1® to the next level, marking our most significant long-term commitment to the sport to date. By continuing our collaboration, we are committing to our shared belief in the power of Formula 1 to reach and inspire a global audience. This next chapter allows us to deepen that connection even further through the launch of the Allwyn League fan experience, our headline partnership of the Formation Lap and the expansion of our F1 Allwyn Global Community Award programme. We will ensure the excitement of the track delivers a rewarding experience for fans and a lasting positive impact for the communities we visit.”

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Allwyn has completed a £450m transformation of the UK National Lottery, the biggest transformation since its launch in 1994. Through meticulous planning, testing and execution, Allwyn delivered more than 30 new systems – moving tens of thousands of retailer records, 18 million player records and over three billion historical transactions from old platforms to new ones.

Allwyn’s upgrade last summer of its core retail technology in its 43,500 retail partners and gaming systems was followed by the transformation of its digital capabilities earlier this year. The unprecedented changes allow for greater player protection and increased innovation both in retail and online. The £450m investment unlocks a comprehensive programme of new games to produce more winners and attract more players and generate more money for Good Causes.

Allwyn’s first full year as the operator of The National Lottery also saw a significant growth in sales: £8.1bn in 2025, up 3.5% on the previous year. More than £1.7bn was generated for Good Causes in 2025, the equivalent of £33m every week, up from £30m a week when Allwyn took over operations in February 2024.

In addition to money generated for National Lottery funded projects, almost £1bn (£967m) was raised in National Lottery Duty for the Treasury in the same period.

The National Lottery is the UK’s biggest single funder of the arts, sports, heritage and community outside Government. Allwyn is on track to double the amount the National Lottery generates for Good Causes from £30m a week to £60m a week by the end of the licence in 2034.

Allwyn’s transformation of The National Lottery’s digital capabilities – through wholesale overhauls of The National Lottery website and apps – is essential to bringing in a new generation of players and ensuring it continues to deliver week in, week out for the Good Cause beneficiaries who rely on its funding.

A record 12.1m people now play the National Lottery on digital platforms, with 1m more users logging on in 2025. In total, National Lottery digital sales hit £4.1bn in 2025, up 9.8% on 2024. Digital sales now account for 51% of all National Lottery sales, the first time digital has represented more than half of sales in its 31-year history.

The National Lottery’s retail estate has also been transformed with the nationwide rollout of new state-of-the-art terminals, which speed up transactions for retailers and players alike. The programme that spanned the length and breadth of the UK, with more than 41,000 outdated legacy terminals having now been swapped out.

From small corner shops and local newsagents to larger convenience stores and supermarkets – with independents making up the majority – Allwyn’s retail partners are the backbone of The National Lottery. With 94% of UK adults living or working within one mile of a National Lottery terminal, Allwyn is supporting high streets in every corner of the UK.

And with hundreds of lottery grants in every postcode district – ranging from world-class heritage projects to life-changing community projects, as well as funding Olympic and Paralympic athletes – most people in the UK will have benefited from a National Lottery-funded project at some point.

Andria Vidler, CEO of Allwyn UK, said: “Allwyn is committed to restoring the magic to The National Lottery and delivering long-term growth. Being the guardian of this unique UK institution is a privilege and a responsibility we take incredibly seriously.

“We are delighted to have delivered growth to The National Lottery while successfully completing the largest international upgrade in lottery history. This is a hugely exciting time for The National Lottery and its players, as these much-needed upgrades now allow us to launch new games and products, meaning we can generate more money than ever before for Good Causes.”

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Allwyn, operator of The National Lottery, has announced the launch of Studio 59, a new inhouse creative and content studio designed to strengthen how the brand creates, produces and distributes content across all channels. Studio 59 will open its doors in April 2026.

The new studio is being created in response to the rapid shift in the marketing and media landscape, with demand for timely, relevant and culturally attuned content growing across digital platforms.

By expanding its in‑house capability, Allwyn can accelerate content creation and simplify workflows, enabling teams to brief, create and deliver with greater clarity. This approach enhances the way Allwyn works with its agency partners, ensuring it is collaborating in smarter, more focused ways across campaigns and platforms.

Studio 59 will unite creative, content, social, production, planning and brand marketing into a single integrated structure, supporting three core areas of the business: Retail, Digital, and Communications and Earned, ensuring stronger earned storytelling and cultural engagement.

The studio is named after The National Lottery’s flagship Lotto game, where players select six numbers from 1 to 59 — a nod to one of the UK’s most recognisable draws and to the breadth of creative work Studio 59 will oversee.

Allwyn will continue to work closely with its existing agencies, including VCCP and Hearts & Science, particularly on major creative platforms and strategic planning. Studio 59 has been developed in partnership with The Creative Engineers (a Production Works company).

Steve Parkinson, Marketing and Brand Director, Allwyn UK, said: “The media landscape continues to evolve, with new formats, digital channels and audience expectations shaping how brands show up. To meet that challenge, we need to move faster, collaborate more closely, and bring more capability inhouse. Studio 59 allows us to do that. It gives us a more flexible, accountable model that strengthens our content creation and helps us show up more confidently in UK culture. Ultimately, it’s about returning more to Good Causes.”

Studio 59 is being designed to improve content creation from end to end, from planning and creative development to production and distribution. By housing teams together and shortening decision-making routes, Allwyn aims to boost turnaround times and create content that lands more consistently with players and communities.

As part of this, Studio 59 will play a central role in Allwyn’s new News Engine, an always on model that connects Communications and Earned with Creative and Social teams to identify opportunities, develop ideas at speed and produce content that travels further. From Good Causes milestones to moments in wider culture, the News Engine will help The National Lottery show up more often and more coherently across the UK.

Gillian Taylor, Director of Communications, Allwyn UK, added: “Studio 59 gives us the joined‑up firepower we need to create and react at speed. Bringing our creative and communications teams together unlocks a new level of collaboration. With the News Engine at its heart, we’ll be able to spot opportunities quickly and produce content that feels right for the moment, helping The National Lottery show up more often and with a clearer, stronger voice for players and communities.”

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