In marking a new stage of the partnership between McLaren F1 and Entain’s Party Brands, Entain is providing racing fans with ‘unique’ experiences and media content.
With the adverts focusing on mass entertainment experiences for customers and the ‘thrill’ of big sports events, Paris Anatolitis, Managing Director of Party Brands and Commercial Director of Entain, commented: “We want Party to be a destination for customers around the world who enjoy games and sharing experiences around the sports and activities they love.
“This is about creating recreational content which encourages people to take a look and explore new ways of enjoying themselves with our brands.”
The campaign coincides with offers such as Super Fan competitions, which invites fans to answer questions about F1.
The latest quiz sees customers match pictures of F1 race cars with the date they raced, and compare themselves against others on a leaderboard, competing for a prize, which on this occasion was a helmet.
Furthermore, a new video, See the Unseen, is to be released this week featuring McLaren Racing CEO, Zak Brown, in the second in a series of McLaren interviews led by McLaren F1 driver Daniel Riccardo.
Additionally, the collaboration plans to launch a first free-to-play racing game built around McLaren F1 available only on its Party Brands next month, which sees Grand Prix events taking place in Mexico and Brazil.
Entain has itself built the new game, with design input from McLaren F1 on the cars, in a bid to ‘put fans into the driving seat’ with challenges on the track.
2021 is the first year in a multi-year partnership between Entain and McLaren F1, with both companies promising further exclusive content and experiences for fans next year.
In a further bid to involve F1 fans in the sport, last month the organisation, in partnership with Motorsport Network, launched the ‘world’s largest’ F1 fan survey.
The survey aimed to capture the current views towards the sport of F1 fans around the world, operating across Motorsport Network’s website in 15 different languages.