SportPesa inks multi-year Formula One sponsorship
Sports betting operator hails new partnership with Racing Point and expects to “reach new audiences across the globe”
SportPesa has been confirmed as the new title partner for Formula One team Racing Point after the sport lifted its embargo on betting sponsorships last year.
The partnership was confirmed at the Canadian International Auto Show, alongside the reveal of the team’s new F1 car which has now been emblazoned with the SportPesa logo.
The multi-year deal will begin this season, while the team will now be called the SportPesa Racing Point F1 Team for the duration of the partnership.
The Racing Point cars retain their pink colour, with BWT continuing as principal sponsor of the team, with the addition of blue SportPesa branding on the front and rear wings and also the engine cover.
SportPesa company director Adam Beighton said: “We are absolutely delighted to become part of the extended Formula One family.
“This partnership is very important to us because it diversifies us into new territories and allows us to reach new audiences across the globe.
“Equally important is the platform it provides us which enables us to stay true to our mission; to build and develop grassroots and professional sport in the countries where we operate by bringing new opportunities to local communities,” he added.
SportPesa is one of the first egaming operators to announce an F1 marketing deal since the sport’s owners Liberty Media ended a ban on betting sponsorships in September 2018.