Lottery.com and Sports.com Make Historic Dual Sponsorship Debut at the 109th Running of the Indianapolis 500
- Strategic brand exposure to 510,000 live fans and 300 million global viewers
- 12-race sponsorship agreement with Callum Ilott for the remainder of 2025 IndyCar season
- Successful completion of two-year company restructuring
- Part of a broader growth strategy including planned major events and strategic acquisitions
- None.
Insights
Lottery.com's dual sponsorship at Indy 500 signals strategic brand relaunch and marketing push, potentially boosting visibility but with uncertain ROI.
Lottery.com and its Sports.com subsidiary are executing a calculated brand visibility play through their dual sponsorship at the Indianapolis 500, America's largest single-day sporting event. The strategic timing is particularly noteworthy - this represents what CEO Matthew McGahan explicitly calls a "global brand relaunch" for Lottery.com following a two-year restructuring period.
The marketing metrics are substantial: exposure to over 510,000 live attendees and a claimed 300 million global viewers. For context, this level of international visibility would typically command premium sponsorship pricing in the seven-figure range. The sponsorship structure is differentiated - Lottery.com isn't just backing a single entry but creating a dual-brand presence through two separate drivers and teams.
What's particularly telling is the extended commitment beyond the Indy 500 spectacle. The Callum Ilott sponsorship continues for 12 additional races throughout the 2025 IndyCar season, suggesting this isn't merely a one-off brand awareness play but part of a sustained marketing campaign. The Louis Foster partnership, however, is currently a single-race agreement, though the release indicates expansion discussions are underway.
This type of high-visibility motorsport sponsorship typically serves multiple objectives: B2C brand awareness, B2B relationship development through hospitality opportunities, and potential strategic partnerships within the sports ecosystem. However, the critical metric - conversion of brand visibility to actual customer acquisition or revenue growth - remains undefined in this announcement. Without clear KPIs or integration with their digital platforms, the ROI potential of this sponsorship remains uncertain despite the undeniable brand exposure benefits.
Landmark brand positioning catapults both Lottery.com and Sports.com to center stage at “The Greatest Spectacle in Racing” - the Indy500
INDIANAPOLIS, May 22, 2025 (GLOBE NEWSWIRE) -- Lottery.com Inc. (Nasdaq: LTRY, LTRYW) (“Lottery.com” or “the Company”) and Sports.com proudly announce a historic dual sponsorship activation at this weekend’s Indianapolis 500 — the largest single-day sporting event in the world. This milestone marks the official motorsport debut in the NTT IndyCar Series for both brands and is a defining moment for Lottery.com and Sports.com globally.
This strategic initiative places Callum Ilott, driving the No. 90 car for Prema Racing, under the Lottery.com banner, and Louis Foster, racing the No. 45 car for Rahal Letterman Lanigan Racing, under Sports.com. Both drivers, highly regarded British talents, will start from Row 7 and race in front of more than 510,000 live fans and 300 million global viewers, delivering supreme brand visibility and reinforcing the companies’ international reach.
“After two years of restructuring the Company, this moment represents far more than a couple of sponsorships — it’s a global brand relaunch for Lottery.com and a coming out party for Sports.com on one of the most visible platforms in the world, the Indy 500,” said Matthew McGahan, Chairman and CEO of Lottery.com and Sports.com. “This dual-driver partnership at this year’s Indy 500 symbolizes the power of high-impact branding, strategic timing, and visionary alignment. We’re proud to showcase our brands at such an iconic race and excited to deliver long-term shareholder value through such brand awareness initiatives.”
Spotlight on Callum Ilott – Lead Driver for Lottery.com
IndyCar veteran Callum Ilott, a FIA Formula 2 Vice Champion, Le Mans podium finisher, and former Alfa Romeo F1 Reserve Driver, will carry Lottery.com branding into the Indy 500 and throughout a 12-race sponsorship agreement that spans the remainder of the 2025 IndyCar season.
“It’s an honor to have Lottery.com on board as we begin this partnership at the Indy 500,” said Callum Ilott. “This isn’t just a one-race deal — we’re working together through the rest of the 2025 IndyCar season, and I couldn’t be more excited about what we’ll achieve. Lottery.com is building something powerful at the intersection of gaming innovation and sports, and I’m proud to be part of that journey.”
“Callum is no longer a rookie — he’s a proven, consistent force in IndyCar and a name that resonates across the U.S. motorsport landscape,” said Marc Bircham, Director at Sports.com. “He brings a blend of talent, discipline, and digital presence that aligns perfectly with the Lottery.com brand and what we’re building in this next chapter.”
“We’re delighted to welcome Callum to the Lottery.com family as our lead driver for the remainder of the 2025 IndyCar season,” added Matthew McGahan, Chairman and CEO of Lottery.com and Sports.com. “To have our brands featured at the Indy 500 — side-by-side, with two incredible drivers is a landmark for the Company. This is more than sponsorship; it’s the start of something much bigger. We’ve worked hard to bring Lottery.com back and this announcement reflects our belief in world-class partnerships that delivers value for our shareholders.”
Louis Foster Represents Sports.com at the Indy 500
In parallel, Sports.com is proudly sponsoring Louis Foster, the 2024 Indy NXT Champion, for his first-ever Indy 500. At just 21 years old, Foster has already accumulated 40 wins, 88 podiums, and a reputation as one of the sport’s most promising breakout stars.
This one-race sponsorship highlights Sports.com’s commitment to emerging talent and immersive sports innovation. Discussions are already underway to potentially expand the partnership in future races.
This dual-driver sponsorship is part of a multi-channel growth strategy to elevate Lottery.com and Sports.com into category-defining brands across digital gaming, live entertainment and sports media. With major events, strategic alliances and acquisitions in the pipeline, the Company continues to build momentum, drive engagement and create sustainable shareholder value.
To learn more:
- Visit callumilott.com or follow @callum_ilott
- Visit louisfosterracing.com or follow @louisfosterr
About Lottery.com Inc.
The Lottery.com Inc. (NASDAQ: LTRY, LTRYW) family of brands — including Sports.com, Tinbu and WinTogether, comprise a unified ecosystem that integrates gaming, entertainment, and sports. Follow the Company on X, Instagram and Facebook
For more information, please visit www.lottery.com or contact our media relations team at press@lottery.com.
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FAQ
What is the significance of Lottery.com (LTRY) sponsorship at the 2025 Indianapolis 500?
Who are the drivers sponsored by Lottery.com and Sports.com at the 2025 Indy 500?
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