Lottery.com and Sports.com make dual sponsorship debut at 2025 Indy 500
Callum Ilott and Louis Foster will represent Lottery.com and Sports.com, respectively, in a major brand activation at the 109th running of the Indianapolis 500.
Key points:
– Lottery.com and Sports.com will sponsor two British drivers at the 2025 Indy 500: Callum Ilott and Louis Foster
– The partnership marks a global brand relaunch for Lottery.com and the IndyCar debut for Sports.com
– The dual sponsorship follows an $18m investment to accelerate growth and motorsports-focused expansion
Lottery.com and its affiliated brand Sports.com will make their joint debut on the global motorsport stage this weekend as sponsors at the 109th Indianapolis 500.
The sponsorship sees British drivers Callum Ilott and Louis Foster represent the two brands, in what the company describes as a landmark brand awareness initiative and a strategic move in its international relaunch.
Ilott, driving for Prema Racing in the No. 90 car, will feature the Lottery.com livery throughout the event and the remainder of the 2025 IndyCar season under a 12-race sponsorship agreement.
Foster, meanwhile, will drive the No. 45 car for Rahal Letterman Lanigan Racing with Sports.com branding for the duration of the Indy 500.
Good to know: Together, the drivers will represent the brands in front of more than half a million in-person spectators and hundreds of millions of global viewers
Matthew McGahan, CEO of both brands, said: “This is a global brand relaunch for Lottery.com and a coming out party for Sports.com on one of the world’s biggest sporting platforms. This moment reflects the culmination of two years of restructuring and strategic planning.”
Ilott, a seasoned IndyCar competitor and former F1 reserve driver, commented: “This isn’t just a one-race deal – we’re working together through the rest of the 2025 season and I couldn’t be more excited.”
Sports.com’s sponsorship of 21-year-old Louis Foster, the 2024 Indy NXT Champion, highlights its focus on emerging talent. Though the agreement is reportedly currently limited to the Indy 500, further collaborations may follow.
The dual-brand activation builds on a wider growth plan following Lottery.com’s $18m investment from Prosperity Investment Management in December 2023. That deal, supported through United Capital Investments, was designed to accelerate market development and establish Lottery.com and Sports.com in digital gaming, live entertainment and sports media.
Prosperity’s deep ties to motorsport – including previous collaborations with Ilott, F1’s Alex Albon and Le Mans champion Mike Conway – were cited as key strategic assets for expanding brand recognition across the US, Mexico and Asia.
McGahan added: “This sponsorship marks more than visibility; it’s a signal of intent. With the right partnerships, Lottery.com and Sports.com can shape the future of sports media and fan engagement.”
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