Formula 1 is moving deeper into the American betting market after naming FanDuel an Official Betting Operator through a new multi-year agreement. The partnership marks the first time the racing series has signed a sportsbook operator in the United States, adding another major step to Formula 1’s growing commercial push across North America.
FanDuel, Flutter’s online gaming brand in the region, will integrate sportsbook odds into Formula 1’s age-gated Betting Guide as well as betting-focused editorial coverage appearing on the sport’s website and mobile app. The companies also said they will develop responsible gaming content aimed directly at Formula 1 audiences.
The agreement builds on Formula 1’s effort to make live race data more useful for sportsbooks and bettors. In recent years, the series has explored new data-driven betting products and expanded relationships designed to increase wagering opportunities during race weekends. Formula 1 has also worked with Alt Sports Data to distribute official betting data and create markets tied to in-race action.
Formula 1 expands its betting arm through FanDuel partnership amid push into the US market
Sportsbooks have increasingly viewed Formula 1 as one of the fastest-growing international sports in the United States. Industry analysts have pointed to expanding television audiences, the popularity of Netflix’s “Drive to Survive,” and the addition of races in Miami, Las Vegas, and Austin as major drivers behind betting growth. Operators have also leaned into live betting because Formula 1 produces a constant stream of timing, tire, weather, and strategy information throughout each race.
“Being named an Official Betting Operator of Formula 1 marks an exciting step forward as we enhance our sportsbook product to deliver more interactive experiences for fans,” said Karol Corcoran, Managing Director of FanDuel Sportsbook. “Formula 1 generates an incredible amount of real-time data, and our platform is built to turn that into engaging betting opportunities for fans. This partnership will allow us to deliver even more immersive, data-driven experiences throughout the race weekend.”
Eligible users already can place wagers on race winners, podium finishes, and head-to-head driver matchups. FanDuel said additional betting formats tied to the Formula 1 season are expected later this year as sportsbooks continue experimenting with more interactive race markets.
“We’re delighted to welcome FanDuel as our new Official Betting Operator in the United States and Canada – markets that continue to increase their love and engagement with Formula 1,” said Jonny Haworth, Director of Commercial Partnerships, Formula 1. “As sports betting becomes an increasing component with how fans, especially in the US, interact with sport, it’s vital we have a strong and well-placed partner to deliver our strategy and fuel our momentum across the market.
With tens of millions of fans across the country, FanDuel is yet another avenue that eligible fans can enjoy and experience the thrill of Formula 1.”
Featured image: Flutter Entertainment via press release
