Allwyn and McLaren Racing to Present Their First Global Event in Athens

Allwyn AG, a multinational lottery and gaming company, along with McLaren Racing, will bring Formula 1 to a new audience in Greece on October 3, 2026. The event 'Allwyn x McLaren Racing: Live in Athens' will be the first of a global series aimed at offering immersive experiences for motorsport fans. Athens, a city with a rich sporting history, will serve as the inaugural venue for this format with a live showrun outside the Olympic Stadium of Athens (OAKA).

Allwyn x McLaren Racing: Live in Athens — Structure and Objectives

The flagship event will showcase the racing car that won the Constructors' Championship of Formula 1 in 2025 and the legendary McLaren MP4/6 driven by Ayrton Senna. Both cars will run on a track specially designed for the occasion at OAKA. Allwyn will organize the showrun, aligning itself with the current Constructors' Champion and bringing some of the sport's most celebrated icons to the heart of Greece.

Participation of Iconic Figures and Historic Cars

In addition to the vehicles, the event will feature Mika Häkkinen, two-time Formula 1 World Champion, who will return to the wheel of a McLaren. Former F1 drivers and key figures in motorsport will also attend, complemented by a display of current and vintage cars both on track and in exhibition. Visitors will have access to interactive zones and entertainment offerings designed to create a memorable and direct experience with the world of Formula 1.

• Mika Häkkinen will drive a McLaren in Athens.
• The 2025 champion racing car and the McLaren MP4/6 driven by Ayrton Senna will be showcased.
• Fan zones and interactive experiences for attendees.

Impact on the Greek Market and International Expansion

The Allwyn x McLaren Racing series of events was conceived to bring immersive motorsport shows to strategic markets of Allwyn, including Greece. The debut in Athens seeks to gather thousands of fans, securing one of the largest motorsport gatherings in local history. Jan Karas, President and CEO of Allwyn Hellas, stated that this event reflects the company's commitment to providing world-class entertainment and experiences that transcend the ordinary for its Greek customers and followers.

"We expect to welcome thousands of fans in October, which will make Allwyn x McLaren Racing: Live in Athens one of the largest motorsport experiences ever held in Greece," said Jan Karas, President and CEO of Allwyn Hellas.

Collaboration Between Allwyn and McLaren Racing: A Strategic Statement

The alliance between Allwyn AG and McLaren Racing is strengthened with the launch of this international program, enhancing their presence in key markets and bringing large-scale events to audiences that typically do not have direct access to Formula 1. Pavel Turek, Chief Officer of Global Partnerships at Allwyn, explained that the goal is to create unforgettable moments and bring consumers closer to their favorite sports and shows:

"Launching this global series in Athens is an important milestone in our collaboration with McLaren Racing. We aim to bring fans closer to the sport and entertainment they love," stated Pavel Turek.

Louise McEwen, CMO of McLaren Racing, emphasized the importance of bringing the team closer to the Greek fanbase, highlighting that such events expand access to the brand and competitive experience, even for those who cannot attend a Grand Prix.

Prospects for Gaming Operators and Brands

The realization of 'Allwyn x McLaren Racing: Live in Athens' is part of Allwyn AG’s strategy to partner with major international sports brands to enhance engagement and create new activation platforms in relevant markets. Although the immediate focus is on the in-person experience and value for fans, the execution of live events like this could influence future sponsorship initiatives, brand activation, and integration between regulated gaming and major sports leagues.

The Athens event opens the door for further collaborations in markets where gaming and sports converge, setting a precedent on how operators can leverage partnerships with global sports entities to enrich their value proposition.