F1 Takes a Bet as FanDuel Deal Shifts the Scene

Key Points

• Formula 1 has just signed a big multi-year deal with FanDuel and it’s the first of its kind in the U.S. betting market.
• The FanDuel platform, complete with live odds, race data and all the betting goodies, will be nesting itself right inside the F1 app & website, making it easy as can be to place in-play bets during a race.
• This is a big deal because it shows just how much the sport is growing in the U.S. and Canada. And that growth is reflected in the numbers, the fanbase in the U.S has about doubled in just five years and betting on F1 is on the rise.

Formula 1 & FanDuel have just made a long-term deal, FanDuel being the betting partner of choice for the U.S & Canada, & this is the first time they’ve made a deal. From when integration starts, live odds, race data, and betting content appear in the F1 app and site. As a result, in-play betting becomes part of the race, not separate. What once needed a platform switch now runs in one flow, where watching, reading, and betting happen together.

Betting Moves into The Centre of Race Use

For years, betting stayed outside the main viewing. Fans watched the race in one place and placed bets elsewhere, losing time and link in the process. That gap now closes. With this deal, Formula 1 brings betting into its own space instead of sending fans out. Live insights appear with coverage, building one space where each lap, strategy call, and timing update can guide decisions at once. FanDuel content and Betting Guide also sit on F1 platforms. These appear in age-gated parts, limiting access to eligible users. This shows focus not only on betting, but also on how users learn and engage.

North America Drives the Pace

This step follows two trends growing together. Formula 1 sees a rise in North America, while legal sports betting spreads across the United States. Numbers show this clearly. The U.S. fan base doubled in five years to around 52 million. Globally, sport now has more than 826 million followers. At the same time, sports betting became legal in 38 U.S. states, changing how audiences act. Behaviour data adds more. Reports show the average sports fan may spend the same time in a sportsbook app as watching a sport. This overlap creates a link, and Formula 1 now moves to capture it.

Jonny Haworth said: “We welcome FanDuel as our Official Betting Operator in the United States and Canada, markets that grow with Formula 1. As betting becomes part of how fans interact with sport, we need a partner to deliver our plan and support our path. With many fans across the country, FanDuel gives eligible fans a way to enjoy Formula 1.”

Turning Data into Live Decisions

Formula 1 always produced large amounts of data from lap times, tyre plans, pit stops, and sector runs. Until now, users watched this data but did not act on it. FanDuel shifts this by turning data into betting options. As races move, fans can bet on race winners, podium places, and driver matchups. More markets will come later in the season.

Karol Corcoran said: “Being named Official Betting Operator of Formula 1 marks a step as we improve our sportsbook product to give more interactive use for fans. Formula 1 creates real-time data, and our platform turns this into betting options for fans. This deal lets us give data-led experiences during race weekend.”

As a result, race moments gain new weight. A pit stop becomes more than planned, it can drive a bet. Tyre wear moves from view into action.

Timing Matches Market Rise

This deal arrives as growth trends meet. FanDuel has around 17 million users in the United States and Canada. At the same time, interest in Formula 1 betting rises across markets. Data from Entain shows the number of customers betting on Formula 1 grew more than 50 per cent from 2018 to 2021. At the same time, total bets per season rose more than 30 per cent. In markets like India, with 78 to 80 million fans, betting activity grows. Surveys show that among U.S. bettors, Formula 1 now draws more interest than the NBA, NASCAR, and NFL. Timing also links with the race calendar. Announcement comes before the Miami Grand Prix, marking return to North America after five weeks. At the same time, stories like 19-year-old leader Kimi Antonelli add attention.

Shift in Fan Experience

Across sports, the lines between watching, reading, and acting become less clear. The Formula 1 deal with FanDuel reflects this change. Instead of separate systems, sport moves to one connected space where broadcast, data, and betting work together. The old model where fans watched first and acted later fades. Now, instant action defines use. Fans want to act on data as it comes, without delay. This deal shows Formula 1 responds and shapes this path.

Expert Review on Impact

From a business view, this deal changes how engagement brings revenue. Formula 1 moves beyond broadcast rights, sponsors, and tickets into fan interaction. For FanDuel, value comes from access. Instead of competing outside, it becomes part of sports use. This can raise conversion, mainly during live races. At the industry level, similar deals may follow. Other leagues and platforms may build their own links. This may lead to a market where user control shapes advantage. Opportunities include engagement, revenue, and loyalty. At the same time, issues remain. Regulation may rise as betting links with sport, and balance with safe use stays key.