Interregional Sports Group (ISG) has begun looking for betting operators to sign up as partners of Formula 1. 

ISG gained the right to sub-license betting partnership rights to operators around the world through the landmark deal it struck with Sportradar and F1 in September this year. 

The deal sees sees Sportradar gather data on races to power in-play betting on the sport, and allows ISG to sell rights packages to operators. 

ISG is now offering packages allowing operators to feature regionalised branded on-screen graphics on F1 coverage, as well as having their brands apparel on physical and virtual trackside signage. Operators will also be able to have their branding featured on F1’s digital and social platforms.

“We are extremely proud to have created one of the best premium sports assets available,” ISG joint-chairman Tony Ragan said. “This is a great opportunity for ambitious brands that want to extend their sportsbook’s reach and get ahead of the opposition.

“We are beginning dialogue with a number of very exciting global betting brands,” he added. “They are rightly viewing F1 as a huge opportunity.”