Entain weaves RG into Formula 1 marketing deal
FTSE 100 operator will utilise McLaren Racing sponsorship to promote players staying in control of their gambling
Entain has launched a new Formula 1 (F1) responsible gambling campaign to encourage and promote staying in control while gambling.
Utilising the firm’s PartyCasino and partypoker branded marketing partnership with F1 team McLaren, the campaign will debut ahead of this weekend’s Styrian Grand Prix.
McLaren’s MCL35M race cars will carry the Party Responsibly messaging rather than product branding at the next two races, both of which will be held at the Red Bull Ring in Spielberg, Austria.
At the centre of the campaign is a mini-film, Time to Pit, featuring McLaren F1 driver Daniel Ricciardo, in which he stresses the importance of respecting personal limits and staying in control when gambling or driving an F1 car.
In addition to the film, a new website called partyresponsibly.net has been launched.
This website aims to show how McLaren has promoted safety through the years by continually innovating new safety features on its cars.
The hub will also help players check that they are in control of their betting and gaming and provide information on the best methods and tools to maintain full control.
Commenting on the initiative, Grainne Hurst, director of corporate affairs at Entain, said: “We believe there are lots to learn from the importance McLaren and Daniel attach to managing risk and staying in control.
“That’s why we think Party Responsibly is a great way to use the partnership to promote safer betting and gaming, to ensure our players respect their limits and enjoy a great entertainment experience with us,” Hurst added.
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