Allwyn and McLaren Racing Launch New Global Event Series
Greece.- 26 August 2026 | www.zonadeazar.com Allwyn and McLaren Racing have announced a new international event series designed to bring Formula 1 closer to fans through immersive live experiences.
The initiative will begin on 3 October 2026 in Athens, where the companies will stage Allwyn x McLaren Racing: Live in Athens outside the Olympic Athletic Center of Athens (OAKA).
Athens to Host the First Event
The Greek capital has been selected to launch the new international format.
Thousands of fans are expected to attend a specially designed live showrun around the Olympic complex.
The activation will bring elements of the Formula 1 experience into an urban sporting environment accessible to a wider audience.
2025 Championship-Winning Car
One of the main attractions will be the McLaren car that won the 2025 Formula 1 World Constructors’ Championship.
The car will run on a bespoke track created around OAKA.
The event will allow fans to see and hear a McLaren Formula 1 car outside the traditional Grand Prix environment.
Ayrton Senna’s Legendary McLaren MP4/6
The event will also feature the iconic McLaren MP4/6, one of the most recognisable cars in the team’s history.
The car is closely associated with Ayrton Senna and the 1991 Formula 1 season.
Its inclusion will combine McLaren’s current sporting success with its racing heritage.
Mika Häkkinen Returns Behind the Wheel
Two-time Formula 1 World Champion Mika Häkkinen will attend and return behind the wheel.
The Finnish driver won both of his world championships with McLaren.
Former Formula 1 drivers and other motorsport personalities are also expected to participate.
Modern and Heritage Cars
In addition to the live showrun, fans will be able to see a selection of modern and heritage McLaren cars.
The mix of historic and current vehicles is intended to showcase different periods of the team’s racing history.
The display will be accompanied by entertainment and interactive activities.
Fan Zone and Experiences
Allwyn and McLaren will create a dedicated fan zone for visitors.
The area will include experiences designed to bring audiences closer to Formula 1 and the McLaren team.
The format moves beyond conventional sponsorship exposure by turning the commercial partnership into a direct consumer experience.
Start of a Global Series
The Athens event will be the first in a new international series.
Allwyn plans to bring the concept to additional key markets across its global footprint.
The objective is to use the McLaren Racing partnership to deliver motorsport experiences to consumers who may not otherwise have the opportunity to attend a Formula 1 Grand Prix.
Statements
Pavel Turek, Chief Officer Global Partnerships at Allwyn, described the launch as a major milestone in the company’s partnership with McLaren Racing.
He said Allwyn aims to create memorable experiences and bring more fans closer to the sports and entertainment they enjoy.
Allwyn Hellas Chairman and CEO Jan Karas said the company expects to welcome thousands of fans in Athens and create one of the largest motorsport fan experiences ever staged in Greece.
McLaren Racing Chief Marketing Officer Louise McEwen highlighted that not every supporter can attend a Grand Prix weekend and said initiatives such as this allow the team to connect directly with wider audiences.
Global Partnership
Allwyn maintains a global partnership with McLaren Racing aimed at increasing the international visibility of both brands.
The lottery and gaming company is also an Official Partner of the McLaren Formula 1 Team, Arrow McLaren IndyCar and McLaren F1 Sim Racing Team.
The relationship combines marketing activation, entertainment, fan experiences and community-focused initiatives.
Allwyn Brand Strategy
The event series also supports Allwyn’s wider international branding strategy.
The company operates across several European and North American markets and has increasingly used high-profile sports partnerships to build awareness and create new consumer touchpoints.
Live events allow these partnerships to move beyond advertising exposure into direct audience engagement.
Industry Context
Lottery and gaming companies are increasingly investing in experiential marketing connected to major global sports properties.
These activations can transform sponsorship rights into events that create engagement beyond digital channels, television and retail environments.
The Allwyn and McLaren Racing initiative illustrates how global sports rights can be converted into local consumer experiences across strategically important markets.
Next Steps or Impact
Allwyn x McLaren Racing: Live in Athens will take place on 3 October 2026.
Following the Greek launch, Allwyn intends to extend the format to other key markets.
The series will provide the company with a new platform to activate its McLaren Racing partnership internationally while creating stronger connections between the Allwyn brand, Formula 1 and motorsport fans.
Editó: @fonta
