McLaren Racing has enlisted sports betting and entertainment group Entain Plc’s PartyCasino and PartyPoker brands as team partners as part of a new multi-year agreement.
Coming into effect at the Monaco Grand Prix, Entain and McLaren will collaborate on promoting safer betting and gaming activity, benefitting from the team’s ‘unique perspective’ on maintaining control and managing risk.
The PartyCasino brand will also appear on the halos of McLaren MCL35M cars, as well as the helmet of McLaren Formula One driver, Daniel Ricciardo.
Zak Brown, CEO, McLaren Racing, explained: “Fan entertainment is a major focus for our team and sport. Like McLaren Racing, Entain brands such as PartyCasino and PartyPoker place a high importance on providing moments of safe and responsible excitement for their customers.
“We look forward to starting our partnership with Entain from this weekend’s Monaco Grand Prix and the activity we have planned together in creating moments of excitement for fans and customers.”
The alliance, which is built on ‘a shared track record of delivering entertainment through cutting-edge innovation’, according to a joint statement, will be underpinned by a common approach to safety and responsibility, as the McLaren Racing team gears up to take on the streets of Monte Carlo.
Through the partnership, Entain will be throwing open the doors to the world of Formula One, with the betting and gaming group to provide dedicated content and exclusive experiences via an activation platform called Access, which will feature McLaren-themed casino content, competitions to win access to the McLaren Technology Centre, shared promotions throughout the companies’ social media channels, and jointly developed marketing content.
“We are immensely proud to be partnering with McLaren Racing, a team who are synonymous with creating thrilling entertainment by constantly innovating and staying at the cutting-edge of technology,” added Jette Nygaard-Andersen, CEO, Entain Plc.
“This is the same approach we take in providing moments of excitement for our customers and we are truly excited about the opportunities we have to create new content for our PartyCasino and PartyPoker customers as well as bringing these great brands to new audiences.”
The deal steps up FTSE100 gambling group Entain’s presence in the sporting world, maintaining agreements with high-profile professional sports clubs such as Major League Soccer’s (MLS) Chicago Fire, to supporting grassroots teams through its ‘Pitching In’ initiative in association with the three Trident Leagues.