Formula One has announced a sponsorship and data rights deal with sports marketing company Interregional Sports Group (ISG) that it said will enable the development of live in-play betting at Grand Prix.
Liberty Media, which purchased F1 from Bernie Ecclestone in 2016, has touted gambling partnerships as potential revenue streams since its takeover. However, Ecclestone said at the time he was hesitant about what that would do for the brand’s image.
The new partnership also involves integrity service Sportradar, which has come on board to help ISG and gambling companies use data to create markets and spot any suspicious betting patterns.
The current F1 calendar consists of 21 races between March and November, some of which have laws against the advertising and promotion of gambling.
Liberty has proposed further changes including a revamp of the existing race structure and potential salary caps for teams.