Formula One adds betting partners
The top racing organisation in the world has signed a sponsorship and data rights deal with Interregional Sports Group.
US.- Sports betting continues to take over the gambling industry and Formula One has taken a step forward to enhance its involvement in the top racing division in the world. The organisation has signed a sponsorship and data rights deal with sports marketing company Interregional Sports Group (ISG) in order to develop live in-play betting at Grand Prix.
“As part of the deal, ISG will have the right to sub-licence betting partnership rights to select betting brands around the world, subject to regulations,” F1 said in a statement. Sean Bratches, F1’s managing director of commercial operations, added: “Data and sponsorship partnerships like this are common practice across almost all premium sports and this is the latest step in our mission to make Formula One the world’s leading sports entertainment experience.”
As sports betting always generates concerns about sports integrity, Sportradar will also be involved in the new partnership. The company will help F1 to detect suspicious betting patterns and prevent fraud.
“Through this collaboration with Formula One, we’re delighted that fans will receive an exciting and safe betting experience and we look forward to further developing the F1 fan experience,” Sportradar’s David Lampitt said.
