Claire Williams Opens iGB Live 2025 with F1-Inspired Lessons for the iGaming Industry

Claire Williams OBE, former Team Principal of the Williams Formula 1 team, opened the Pulse Theatre at iGB Live 2025 with a keynote interview that connected the high-stakes world of motorsport with the iGaming industry.

Williams began by recounting her early career in motorsport, starting at Silverstone and eventually joining the Williams F1 team as a junior press officer. She clarified that her path was not based on family privilege, despite her father’s legacy in F1. She rose through the ranks and, from 2012, led the team as Team Principal for eight years.

The discussion turned to one of the most difficult periods in her career—during the 2019–2020 season when a key sponsor defaulted on a £20 million payment. Soon after, the team’s opening race in Australia was cancelled due to COVID-19, resulting in significant financial losses. Williams described the moment she and her family were forced to sell the team as extremely difficult, especially under the constraints of pandemic-era restrictions, which made negotiations and in-person meetings nearly impossible.

When asked about similarities between Formula 1 and iGaming, Williams pointed to the constant demand for performance under pressure, the importance of operating within strict regulations, and the competitive nature that leaves no room for error. She noted that upon arriving at iGB Live, she immediately recognised the intensity of the environment, comparable to what she experienced in F1.

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Williams highlighted the behind-the-scenes work that fuels both industries. She referenced how in F1, drivers always take time to shake hands with their mechanics after a race—a gesture she believes is essential for maintaining a strong team culture. She noted that the same recognition and attention to detail are necessary in iGaming to build high-performing, collaborative teams.

The conversation then shifted to innovation. Williams explained that in Formula 1, the difference between winning and losing often comes down to fractions of a second, achieved through continuous fine-tuning of both the car and the team. At one point, her team achieved a 1.8-second pit stop by evaluating every detail, including the physical build of each mechanic. She compared this to iGaming, where constant iteration within regulatory limits can help companies gain a competitive edge.

Asked about the most transformative changes in Formula 1, Williams cited the Netflix series Drive to Survive, which revived global interest in the sport during a period of declining viewership. She explained how the documentary format encouraged transparency and gave fans a deeper connection to the teams and drivers, changing the way F1 engages its audience.

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The discussion also addressed female representation in leadership. Drawing a comparison between her journey and that of bet365 CEO Denise Coates, Dereza asked about gender barriers. Williams responded that diversity and inclusion should no longer be optional. When she entered the sport, women were largely excluded from technical roles. Even in leadership, she faced gender bias and negative media coverage. She believes companies must take deliberate, top-down action to create equitable environments.

In closing, Dereza raised the topic of artificial intelligence. Williams acknowledged the growing role of technology in F1, noting that cars now include over 20,000 precision-engineered parts and are supported by complex computing systems. However, she expressed concern about AI replacing human decision-making in sport. For her, the value lies in maintaining a balance—using AI to support performance without losing the human element that defines competition.

Claire Williams’ session at iGB Live 2025 set the tone for the event by drawing a clear line between the operational intensity of Formula 1 and the dynamics of iGaming. Her experiences offered the audience a practical lens through which to examine leadership, innovation, resilience, and the value of people behind the product.

Williams was interviewed by Nadine Dereza and introduced by Clarion Gaming’s Non-Executive Chairman, Michael Caselli.

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