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EXCLUSIVE: F1 renegotiates ISG betting deal and agrees Supponor virtual advertising tie-up

The start of the 2023 Bahrain Grand Prix. (Photo by Eric Alonso/Getty Images).

Formula One has renegotiated its global agreement with the Interregional Sports Group (ISG) covering the marketing of its betting sponsorship rights using virtual advertising technology so that the deal now only covers the Asia region.

Following the reconfiguration of the agreement, the motorsport has also entered into a deal with virtual advertising specialist Supponor for the supply of its software-based Supponor Air system, which made its F1 debut at the weekend’s Bahrain Grand Prix, although it remains to be seen if the motorsport plans to use the technology to sell regional betting sponsorship packages in-house.

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