Allwyn and McLaren Racing Launch First Live Fan Event in Athens

Allwyn AG and McLaren Racing will host Allwyn x McLaren Racing: Live in Athens on October 3, 2026 at the Olympic Athletic Center of Athens (OAKA). The event is the inaugural stop of a new global series that brings immersive motorsport experiences to key Allwyn markets, beginning with Greece. Fans will see the 2025 Formula 1 World Constructors’ Champion car, Ayrton Senna’s historic McLaren MP4/6, and former two-time champion Mika Häkkinen behind the wheel. The partnership was announced on August 24, 2026 in Lucerne, Switzerland.

Allwyn brings inaugural Allwyn x McLaren Racing event to Athens

• Pavel Turek — Chief Officer Global Partnerships, Allwyn.

Allwyn brings inaugural Allwyn x McLaren Racing event to Athens

• Jan Karas — Chairman and CEO, Allwyn Hellas.

Allwyn brings inaugural Allwyn x McLaren Racing event to Athens

• Louise McEwen — Chief Marketing Officer, McLaren Racing.

Allwyn brings inaugural Allwyn x McLaren Racing event to Athens

Pavel Turek said Allwyn aims to bring “more unforgettable moments” and more fans closer to sport by launching the series in Athens. Jan Karas added that the event is expected to welcome “thousands of fans,” making it one of the largest motorsport fan experiences ever held in Greece. Both executives framed the launch as a milestone for Allwyn’s international entertainment strategy and its partnership with Formula 1.

Allwyn brings inaugural Allwyn x McLaren Racing event to Athens

• Featured cars: the 2025 World Constructors’ Champion, the McLaren MP4/6 driven by Ayrton Senna, and a demonstration by Mika Häkkinen.

Allwyn brings inaugural Allwyn x McLaren Racing event to Athens

• Projected attendance: “thousands of fans” according to Allwyn leadership.

Allwyn brings inaugural Allwyn x McLaren Racing event to Athens

The Athens showcase marks the first live stop of Allwyn’s multi-year Formula 1 partnership, intended to boost global brand awareness and community impact. By leveraging Formula 1’s worldwide fan base, Allwyn seeks to reinforce its position as an international gaming and entertainment brand while delivering a high-profile cultural event for Greek motorsport enthusiasts.

Allwyn brings inaugural Allwyn x McLaren Racing event to Athens

• “Our fans are at the heart of everything we do at McLaren Racing, and while not everyone can experience a Grand Prix weekend in person, we’re always looking for ways to bring the team closer to them. We’re excited to partner with Allwyn to bring this unique event to Athens and connect with our passionate and growing fan community in Greece.” — Chief Marketing Officer

Allwyn brings inaugural Allwyn x McLaren Racing event to Athens