Allwyn and McLaren Racing are set to bring the speed, spectacle and heritage of Formula 1 to Greece this October with the launch of Allwyn x McLaren Racing: Live in Athens.
Taking place on 3 October 2026 outside the Olympic Athletic Centre of Athens (OAKA), the inaugural event will give thousands of Formula 1 fans the chance to experience the sport away from the traditional Grand Prix circuit.
The Athens event marks the beginning of a new global series of immersive motorsport experiences, designed to bring Formula 1 closer to fans in key Allwyn markets.
McLaren’s Championship-Winning Car Comes to Athens
At the heart of the event will be a live showrun featuring the 2025 Formula 1 World Constructors’ Championship-winning McLaren, giving fans the opportunity to see a modern F1 car in action on a bespoke track at OAKA.
The event will also celebrate McLaren’s illustrious racing history, with Ayrton Senna’s legendary McLaren MP4/6 set to be showcased alongside other modern and heritage cars.
The MP4/6 holds a special place in Formula 1 history, having been driven by Senna during his 1991 championship-winning season.
For more Formula 1 and McLaren coverage, check out Verge Magazine’s F1 section, including our recent look at how Allwyn is creating new fan experiences through its partnership with McLaren.
Mika Häkkinen Returns Behind the Wheel
One of the biggest attractions for fans will be the return of two-time Formula 1 World Champion Mika Häkkinen behind the wheel.
The Finnish driver won both of his World Championships with McLaren in 1998 and 1999, cementing his place as one of the team’s most celebrated drivers.
Häkkinen’s appearance will form part of a wider programme featuring former F1 drivers and talent, alongside heritage and modern show cars.
More Than Just a Showrun
While the cars will be the main attraction, Allwyn x McLaren Racing: Live in Athens is being designed as a full fan experience.
Visitors can expect:
- A live McLaren F1 showrun
- The 2025 Constructors’ Championship-winning car
- Ayrton Senna’s McLaren MP4/6
- Mika Häkkinen behind the wheel
- Modern and heritage racing cars
- Former F1 drivers and talent
- A dedicated fan zone
- Entertainment and interactive experiences
The event is expected to welcome thousands of fans, making it one of the biggest motorsport fan experiences ever staged in Greece.
A New Global Formula 1 Fan Experience
Athens is the first stop in what Allwyn and McLaren describe as a brand-new global event series, taking immersive motorsport experiences directly to fans rather than requiring them to travel to a Grand Prix.
The initiative builds on Allwyn’s wider relationship with Formula 1 and McLaren. Allwyn is an Official Partner of Formula 1 and also holds a global partnership with McLaren Racing, with both collaborations centred around innovation, performance and fan engagement.
The partnership has already seen Allwyn explore new ways of connecting fans with McLaren, including live activations and behind-the-scenes experiences. Verge previously covered the McLaren Racing Live: Miami experience, which brought fans closer to the team through interactive displays, show cars and exclusive activities.
Pavel Turek, Chief Officer Global Partnerships at Allwyn, said the launch in Athens represents a major milestone for the partnership, with the company aiming to deliver more memorable experiences and bring fans closer to the sports and entertainment they love.
Jan Karas, Chairman and CEO of Allwyn Hellas, added that the company is expecting thousands of fans to attend and described the event as a demonstration of its commitment to bringing world-class entertainment to Greek audiences.
Meanwhile, Louise McEwen, Chief Marketing Officer at McLaren Racing, said the team is always looking for ways to bring McLaren closer to its global fanbase, particularly for supporters who cannot attend a Grand Prix weekend in person.
When Is Allwyn x McLaren Racing: Live in Athens?
Allwyn x McLaren Racing: Live in Athens takes place on Saturday 3 October 2026 outside the Olympic Athletic Centre of Athens (OAKA).
Further details about the event, including talent, experiences and additional announcements, are expected to be revealed through the official Allwyn website and McLaren Racing website.
