PartyCasino and partypoker line up with McLaren Racing
Entain-owned casino brand to be displayed on the team’s F1 cars and driver Daniel Ricciardo’s helmet
Entain has unveiled a multi-year partnership between its PartyCasino and partypoker brands and Formula One team McLaren Racing.
The deal, which officially launches at the iconic Monaco Grand Prix on 23 May, will see the PartyCasino logo appear on the halo – or driver crash-protection system – of both McLaren MCL35M race cars.
The branding will also feature on the helmet of the Woking-based team’s Australian driver, Daniel Ricciardo.
Furthermore, the FTSE 100 operator says there will be “McLaren-themed casino content” and “access all areas” games on the PartyCasino and partypoker sites.
There will also be competitions to win access to the McLaren Technology Centre, as well as shared promotions across the companies’ social media channels and jointly developed marketing content.
On top of this, Entain will leverage the partnership to explore strategies to promote safer betting and gaming, benefiting from what it describes as McLaren’s “unique perspective on maintaining control and managing risk”.
Commenting on the partnership, Entain CEO Jette Nygaard-Andersen said: “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.
“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.”
Zak Brown, CEO of McLaren Racing said: “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.”
McLaren, which has won 20 world championships, is sitting in third spot this season in the Constructor Standings with 65 points, five points ahead of Ferrari. McLaren driver Lando Norris is fourth in the Drivers Standings, while Ricciardo is seventh.
Gambling brands are beginning to grow their presence in Formula One since the retirement of the sport’s former boss and billionaire, Bernie Ecclestone, in 2017 after 40 years at the top.
The former chief executive of Formula One Group, which managed the sport and oversaw commercial rights, didn’t think gambling sponsorship befitted such a glamourous sport and, therefore, barred such deals.
New owners Liberty Media lifted the ban in September 2018. The most high-profile sponsorship to date is SportPesa’s deal with Racing Point, which saw the Kenyan bookmaker’s logo displayed on the front wing, rear wing and engine cover in large lettering of both cars.
The agreement, which was inked in February 2019 included the team being known as SportPesa Racing Point, was terminated just 12 months later.