Alex Albon will visit South Africa at the end of July as part of a Williams initiative aimed at bringing Formula 1 closer to fans in markets that remain outside the championship’s race calendar.
The Williams F1 driver will make his visit in partnership with team sponsor Super Group, following a month-long roadshow that has taken a Williams showcar across Cape Town, Durban and Johannesburg.
The activation gives members of the South African public the opportunity to see an F1 car up close and compete for VIP experiences during his visit.
While F1 has not raced in South Africa since 1993, the country remains one of the sport’s strongest fan markets on the African continent. Albon’s trip will mark the first official visit by an active Williams driver to South Africa since Alain Prost won the last South African Grand Prix at Kyalami in the championship-winning FW15C more than three decades ago.
The visit also comes at a time when the prospect of F1 returning to Africa continues to be discussed. F1 CEO Stefano Domenicali has repeatedly stated his desire to add an African race to the calendar, though efforts to secure a
Williams says the initiative forms part of a broader strategy to engage fans beyond race weekends. As F1’s global audience continues to grow, teams are increasingly investing in off-track activations and fan events in key commercial markets.
According to Williams, only around 1% of F1 fans worldwide will ever attend a grand prix in person. The team has sought to bridge that gap through fan zones and public events, including activations in Melbourne, Austin and Las Vegas that have attracted more than 340,000 visitors over the last two years.
Albon said the opportunity to visit South Africa and engage directly with fans was particularly meaningful.
“I’ve always wanted to go to South Africa – it’s a beautiful country, and South African fans are some of the most passionate in motorsport,” he said.
“Bringing F1 to the fans, and doing things a bit differently, is what the Atlassian Williams F1 Team is all about, so this is exactly the kind of moment we love being part of.
“It is incredible to be the first Williams driver here since Alain Prost won in 1993 and I’d love to see a race in Africa one day.”
The event is being delivered alongside Super Group, owner of betting and gaming brands Betway and Jackpot City, both of which have significant operations in South Africa.
Super Group chief executive Neal Menashe said the response to the nationwide roadshow highlighted the appetite for F1 in the country.
“F1 has an incredibly passionate following in South Africa, and we are proud to help bring the sport closer to fans through our partnership with Atlassian Williams F1 Team,” said Menashe.
“Seeing the excitement generated by the roadshow across the country has been remarkable, and Alex’s visit is a fitting culmination of that journey.”
