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Lottery.com and Sports.com entered IndyCar racing for the first time at the Indianapolis 500. The companies sponsored two British drivers in what they’re calling a historic dual sponsorship.
Callum Ilott drove the No. 90 car for Prema Racing under the Lottery.com banner. He’s an IndyCar veteran with experience as a FIA Formula 2 Vice Champion and former Alfa Romeo F1 Reserve Driver.
Louis Foster raced the No. 45 car for Rahal Letterman Lanigan Racing representing Sports.com. The 21-year-old won the 2024 Indy NXT Championship and was making his first Indy 500 appearance. Both drivers started from Row 7.
Matthew McGahan serves as Chairman and CEO of both companies. McGahan called this “far more than a couple of sponsorships” – describing it as a global brand relaunch for Lottery.com and a coming out party for Sports.com.
The race delivered massive exposure. More than 510,000 fans attended live, with 300 million viewers watching globally.
This marks the official motorsport debut for both brands in the NTT IndyCar Series. The timing comes after two years of restructuring at Lottery.com.
Lottery.com signed Ilott for a 12-race agreement covering the remainder of the 2025 IndyCar season. This goes well beyond just the Indy 500.
“Callum is no longer a rookie – he’s a proven, consistent force in IndyCar,” said Marc Bircham, Director at Sports.com.
Sports.com sponsored Foster for just the Indy 500 race. But discussions are already happening to potentially expand that partnership for future races.
Foster brings impressive credentials. He’s accumulated 40 wins and 88 podiums in his career so far.
The dual sponsorship is part of what the companies call a “multi-channel growth strategy.” They want to build Lottery.com and Sports.com into category-defining brands.
Their focus spans digital gaming, live entertainment and sports media. The company says it has major events, strategic alliances and acquisitions in the pipeline.
McGahan emphasised this represents “the start of something much bigger” than just sponsorship deals. The goal is to create sustainable shareholder value through high-impact branding initiatives.
The dual-brand sponsorship deal builds on the existing growth plan that followed Lottery.com’s $18m investment from Prosperity Investment Management back in late 2023. United Capital Investments supported the deal, with the goal of establishing and accelerating market development for Lottery.com and Sports.com in digital gaming, live entertainment and sports media.
Prosperity has a deep-rooted history in motorsport, collaborating with the likes of Ilott, F1’s Alex Albon and Le Mans champion Mike Conway. The deals were cited as key strategic asses for expanding brand recognition worldwide.
