When Formula 1 returned to Zandvoort last weekend, the atmosphere was as electric as ever.
But amid the sea of orange, the trackside parties and the on-track drama, a media briefing in the press conference room signaled something new for the championship. At the Dutch Grand Prix, Formula 1 and its global partner Allwyn presented the first F1 Allwyn Global Community Award.
This new initiative aims to recognise and celebrate community-focused projects in host countries, offering local organisations a global stage to showcase their impact.
For Allwyn, a multinational lottery-led entertainment company, and for F1 itself, the award is more than a symbolic gesture. It is a strategic vehicle to link commercial partnerships with authentic community legacy, while reflecting a broader social responsibility agenda.
Origins of the award
The idea for the F1 Allwyn Global Community Award emerged during early discussions between F1 and Allwyn executives. As Robert Chvatal, Allwyn Group CEO, recalled: “It was a joint, very spontaneously, mutually accepted idea. Lotteries are typically known to fund good causes and support communities. So when we spoke with F1 colleagues, it felt very natural to translate that purpose into the F1 context. That’s how the award was born.”
The initiative was formally announced at the Austrian Grand Prix in June, with F1 CEO Stefano Domenicali sharing the stage. But as Chvatal stressed, announcing was only the beginning.
“We wanted to make sure the process was fair, transparent and well-structured,” he said. “In lotteries, trust is everything. So after the announcement, it took us a few months to finalise the principles, criteria and jury process before we were ready to present the first award at Zandvoort.”
Giving back to community
F1 Allwyn Global Community Award
Photo by: Liberty Media
For Allwyn, community support is woven into its DNA. The very purpose of lotteries is to channel revenues back into good causes, from cultural projects to social programmes.
“Community is at the heart of Allwyn’s values,” Chvatal explained. “Whenever we enter into a partnership, we ask: what is the community impact? This award is a natural extension of that.”
F1, too, has been sharpening its social impact strategy. Joel Seymour-Hyde, F1’s Head of Partnership Management, frames the award within the championship’s wider ESG commitments: “Wherever we go, it’s important to leave a legacy. We’re incredibly welcomed by the communities where we race, so finding ways to give back is a priority. The award gives us a tangible platform to shine a spotlight on initiatives that truly make a difference.”
Criteria and judging
The award’s criteria was designed jointly by Allwyn and F1, with input from local race promoters. Eligible organisations must be non-profits delivering measurable impact in areas such as inclusion, innovation, education, health and well-being, or sustainability. Crucially, projects must also connect to the communities around F1 events.
A three-member jury reviews a longlist and shortlist of candidates, assessing applications against strict criteria. Only the winner is announced publicly.
“The focus should be on celebrating the winner, not on who missed out,” said Chvatal. ”So we will not announce the other contestants, but we feel very good about how the jury debated it and chose the winner.”
The first winner
F1 Allwyn Global Community Award
Photo by: Liberty Media
The inaugural award went to Stichting HandicapNL, a Dutch charity dedicated to making festivals and major events accessible for people with disabilities.
In Zandvoort, its work was on full display: a special viewing platform for wheelchair users, low-stimulus spaces for visitors with sensory sensitivities, and adapted toilets and changing facilities.
For Jan Willem Koopman of Stichting HandicapNL, the recognition was overwhelming: “Everybody wants to go to a festival or event once in a while. But for the two million people with a disability in the Netherlands, it’s not common. Our programme helps organisers make their venues accessible. To have that recognised here at the grand prix, in front of a global audience, is like a dream.”
Alongside the bespoke trophy, Stichting HandicapNL received a €100,000 donation from Allwyn. The funds will allow the charity to make at least four more events fully accessible and to advise six other organisers on inclusive design. “We want to create a movement,” Koopman said. “So it’s going to be common for all festivals and events that they are accessible.”
Monitoring impact
Beyond the €100,000 prize money, Allwyn also tracks how winners use the funds and what impact is delivered. Allwyn’s CSR team sets milestones and follows up with organisations.
“It’s not consultancy,” Chvatal said. “We don’t tell charities how to do their job. But we do monitor progress, because the whole point is to make things better for the future. And we want to be able to show the difference it makes, both locally and globally.”
There is also discussion about involving fans more directly in future editions, perhaps by voting on shortlisted projects. “We’re open to it,” said Chvatal. “But it must be fair and transparent. Fans must feel it’s real, not a gimmick.”
Strategic value
F1 Allwyn Global Community Award
Photo by: Liberty Media
The award is more than philanthropy – it is also a strategic play. For Allwyn, entering F1 was never about logo exposure alone. “Simply putting your name on a wall is easy,” Chvatal said. “But translating visibility into meaning is the real challenge. This award helps us explain what Allwyn stands for: making play better for all.”
For F1, meanwhile, the award strengthens its ESG narrative and helps demonstrate social value to governments, promoters and fans. “Our fan base is 826 million strong,” Seymour-Hyde noted. “That gives us an incredible platform to elevate community initiatives that otherwise might never be seen outside their home country.”
Alongside its partnership with F1, Allwyn also joined McLaren as an official team partner this year. “We spoke to many teams and eventually chose McLaren,“ said Chvatal. Then, with a smile: “And if you follow the season, you might say: hey, these guys were very smart to choose McLaren. Or even joke that Allwyn gave McLaren some racing consultancy, they listened, and now they’re winning! That’s a joke, of course!“
Looking ahead
The Dutch GP was only the starting point. In 2025, three further awards will be presented in Austin, Mexico City and Las Vegas – locations chosen for both Allwyn’s brand presence and the strength of local community programmes.
Seymour-Hyde explained the approach: “We work collaboratively in selecting the races where this award is presented, and a key partner in that process is the promoters themselves. We speak with them to understand what community initiatives are already in place, how they’ve embraced those initiatives, and what opportunities exist in their markets to really make a difference.”
For 2026, the ambition is to at least double the number of awards. “It’s not necessarily our intention to stage it at every race,” Chvatal said. “I don’t think it will be possible everywhere, but our goal is to expand it step by step each year.”
The next ceremonies in North America will test how the concept translates across cultures and contexts. Longer term, both Allwyn and F1 see opportunities to deepen fan engagement, strengthen local partnerships, and build a portfolio of case studies that demonstrate F1’s value beyond the racetrack. By giving local projects a global stage, F1 and Allwyn are betting that community impact can become as much a part of the sport’s story as the racing itself.
In this article
Be the first to know and subscribe for real-time news email updates on these topics
