Formula 1 has announced a multi-faceted sponsorship and data rights partnership with sports marketing company Interregional Sports Group and sports data firm Sportradar. The deal enables live in-race betting and sets the stage for F1 to partner with official betting brands.
CNBC reports the deal is worth $100 million. The top-tier racing league will begin to integrate regionalized, branded on-screen graphics, physical and virtual trackside signage, and other forms of advertising across F1’s digital and social platforms.
“As part of the deal, ISG will have the right to sub-license Betting Partnership Rights to select betting brands around the world, subject to regulations,” according to a press release published on Formula 1’s website.