The High-Stakes Game: Formula 1 and Casino Sponsorships


First published:

Formula 1 is the pinnacle of motorsports. It’s the world of speed and adrenaline that captivates the audience and attracts millions of fans on a worldwide level. 

At this point, Formula 1 is considered a global phenomenon, so it should come as no surprise that it attracts sponsors from major industries – including casinos.

In recent years, there’s been a growing trend toward Formula 1 teams and events that partner with casinos. Nowadays, casinos offer a lot to their players ranging from no deposit bonuses to access to thousands of slots to betting on Formula 1. UK players are spoilt with choices, and they can easily navigate to a trending casino site thanks to the Gamblizard reviews.

But, how do casinos benefit from such partnerships? Why would they invest millions in teams and players? You’ll find the answers to this and much more below.

The Rise of Casino Sponsorships in Formula 1

Formula 1 has an allure that captivates sponsors for years now. In fact, the earliest casino sponsorships in the sport date back to the 1070s. It all started when the French casino group called ‘Barriere’ sponsored a big event – the Monaco Grand Prix.

Investing in F1 wasn’t a big trend at the time, but a few other casinos followed suit and started investing in F1 races. This included the Casino Austria and Casino di Sanremo. The UK started making such sponsorships much later.

The number of sponsorships increased significantly in the 1990s. The most notable example of the time was the Canon-Williams F1 partnership. The Canon brand invested a fortune in the team and their logo appeared on team uniforms, cars, etc.

The presence of casino sponsorships makes the sport more exclusive. Not to mention, casinos can tap into their targeted audience. 

People who watch sports often want to bet on them, and many enjoy the occasional slot machine or poker game, too. If you are interested in playing casino games, even F1-themed titles, you can uncover great casino deals with Gamblizard and the reviews featured on the website.

As for the recent casino sponsorships in F1, the number has grown a lot. Here are the most important ones:

  • Aristocrat Gaming

We all know it as a major player in the gambling world. Not so long ago, the company was awarded a gambling sponsorship in the F1 world. This is a software developer offering games to casinos, but also a sponsor of Formula One. They already work on sports-themed casino games that will be made available in the Grand Prix in Las Vegas.

And it’s not just the games Aristocrat will tap into. We can also expect to see a variety of marketing tactics and promotional materials during the Grand Prix. The partnership is one of several for Aristocrat, right alongside their contract with the NFL from 2021.

  • Stake

Stake is a trending gambling company that makes waves in the casino world. It’s a crypto platform that sponsors the Alfa Romeo F1 team since the start of 2023. They signed a 3-year partnership worth $100 million, and the Alfa Romeo will display their branding.

Stake is also a sponsor of other sports and teams including Everton FC and Gillingham FC. They are also partners with UFC, a mixed martial arts organization.

  • PokerStars

PokerStars is a leading, global poker platform that started investing in F1 last year. They made an agreement with the Oracle Red Bull Racing F1 team. Today, PokerStars is the official partner of the team, and their brand is seen on the team’s cars, as well as the drivers’ race suits and helmets.

The partnership is already fruitful and expected to offer plenty of benefits to both sides. On one hand, the F1 team has access to the financial support of Poker Stars, and the poker platform will gain tremendous exposure with F1 fans.

Why Do Casinos Sponsor Formula 1?

Both the Formula 1 industry and casinos thrive on such sponsorships. Here is why these partnerships exist in the first place:

Financial Benefits for the Teams and Organizers of Events

The top reason why sports teams as well as event organizers sign sponsorship contracts is money. F1 racing is very expensive, and investments from grand companies like casinos can mean a lot. Casino sponsorships often cover a great deal of the costs, offering more opportunities for the teams and better experiences for the fans.

More Brand Exposure

Teams accept money for the obvious reason, but why do casinos invest so much? The top reason is to expose their brand and boost awareness on a global level. F1 is one of the most popular sports in the world, which means that millions of people will watch the races, follow the events, and see the brand’s logo and other marketing features on the screen.

By sponsoring F1 events and teams, casinos can reach a wider audience. Many sports fans are also fans of gambling, so this can push a whole new group of players to their sites and land-based establishments.

Restrictions in Casino – F1 Sponsorships

Some countries have more stringent regulations regarding gambling advertising. They might allow it, but they have the right to limit the exposure that casinos can gain in the markets. This is why casino brands carefully choose the teams to sponsor, the events to invest in, and their options before they form such contracts.

Wrapping Up

Looking ahead, the partnerships between casinos and Formula 1 are very likely to keep evolving. The sport slowly expands into new markets, and casinos will certainly want to tap into the broad audience these events offer. 

Anton Gustafsson
Anton Gustafsson
Anton is a Swedish Formula One expert and he is the co-founder of He is a big fan of Formula 1 and he cheers for the Italian team Scuderia Ferrari. Anton has not missed a single Grand Prix since he started following F1 a few years ago.


Please enter your comment!
Please enter your name here

[tds_leads title_text="Subscribe" input_placeholder="Email address" btn_horiz_align="content-horiz-center" pp_checkbox="yes" pp_msg="SSd2ZSUyMHJlYWQlMjBhbmQlMjBhY2NlcHQlMjB0aGUlMjAlM0NhJTIwaHJlZiUzRCUyMiUyMyUyMiUzRVByaXZhY3klMjBQb2xpY3klM0MlMkZhJTNFLg==" f_title_font_family="653" f_title_font_size="eyJhbGwiOiIyNCIsInBvcnRyYWl0IjoiMjAiLCJsYW5kc2NhcGUiOiIyMiJ9" f_title_font_line_height="1" f_title_font_weight="700" f_title_font_spacing="-1" msg_composer="success" display="column" gap="10" input_padd="eyJhbGwiOiIxNXB4IDEwcHgiLCJsYW5kc2NhcGUiOiIxMnB4IDhweCIsInBvcnRyYWl0IjoiMTBweCA2cHgifQ==" input_border="1" btn_text="I want in" btn_tdicon="tdc-font-tdmp tdc-font-tdmp-arrow-right" btn_icon_size="eyJhbGwiOiIxOSIsImxhbmRzY2FwZSI6IjE3IiwicG9ydHJhaXQiOiIxNSJ9" btn_icon_space="eyJhbGwiOiI1IiwicG9ydHJhaXQiOiIzIn0=" btn_radius="3" input_radius="3" f_msg_font_family="653" f_msg_font_size="eyJhbGwiOiIxMyIsInBvcnRyYWl0IjoiMTIifQ==" f_msg_font_weight="600" f_msg_font_line_height="1.4" f_input_font_family="653" f_input_font_size="eyJhbGwiOiIxNCIsImxhbmRzY2FwZSI6IjEzIiwicG9ydHJhaXQiOiIxMiJ9" f_input_font_line_height="1.2" f_btn_font_family="653" f_input_font_weight="500" f_btn_font_size="eyJhbGwiOiIxMyIsImxhbmRzY2FwZSI6IjEyIiwicG9ydHJhaXQiOiIxMSJ9" f_btn_font_line_height="1.2" f_btn_font_weight="700" f_pp_font_family="653" f_pp_font_size="eyJhbGwiOiIxMyIsImxhbmRzY2FwZSI6IjEyIiwicG9ydHJhaXQiOiIxMSJ9" f_pp_font_line_height="1.2" pp_check_color="#000000" pp_check_color_a="#ec3535" pp_check_color_a_h="#c11f1f" f_btn_font_transform="uppercase" tdc_css="eyJhbGwiOnsibWFyZ2luLWJvdHRvbSI6IjQwIiwiZGlzcGxheSI6IiJ9LCJsYW5kc2NhcGUiOnsibWFyZ2luLWJvdHRvbSI6IjM1IiwiZGlzcGxheSI6IiJ9LCJsYW5kc2NhcGVfbWF4X3dpZHRoIjoxMTQwLCJsYW5kc2NhcGVfbWluX3dpZHRoIjoxMDE5LCJwb3J0cmFpdCI6eyJtYXJnaW4tYm90dG9tIjoiMzAiLCJkaXNwbGF5IjoiIn0sInBvcnRyYWl0X21heF93aWR0aCI6MTAxOCwicG9ydHJhaXRfbWluX3dpZHRoIjo3Njh9" msg_succ_radius="2" btn_bg="#ec3535" btn_bg_h="#c11f1f" title_space="eyJwb3J0cmFpdCI6IjEyIiwibGFuZHNjYXBlIjoiMTQiLCJhbGwiOiIxOCJ9" msg_space="eyJsYW5kc2NhcGUiOiIwIDAgMTJweCJ9" btn_padd="eyJsYW5kc2NhcGUiOiIxMiIsInBvcnRyYWl0IjoiMTBweCJ9" msg_padd="eyJwb3J0cmFpdCI6IjZweCAxMHB4In0="]


More like this

Behind the starting line: Exploring the technical world of Formula 1

At the heart of motorsport is Formula 1 -...

How digital sponsorship and betting are reshaping Formula 1

Beyond the roar of engines and the blur of...

The excitement when it comes to betting ahead of the Formula 1 season 2024

Imagine the thrill of high-speed Formula 1 racing combined...