Entain, the global sports betting and gaming entertainment group, announced that its PartyCasino and PartyPoker brands have signed a long-term deal with McLaren Racing starting from the 2021 Formula 1 season.
Entain and McLaren Racing´s partnership is built on a shared track record of delivering entertainment through cutting-edge innovation, underpinned by a common approach to safety and responsibility, according to the companies.
The new partnership will officially launch on 23 May at the Monaco Grand Prix, where the PartyCasino brand will appear on the halos of McLaren MCL35M race cars as well as on the helmet of McLaren F1 driver, Daniel Ricciardo.
Under the agreement, Entain will be throwing open the doors to the world of Formula One, providing its customers and McLaren fans with a range of dedicated content and exclusive experiences via an all-new activation platform called Access featuring:
Besides, Entain will use its partnership with McLaren to explore strategies to promote safer betting and gaming, benefitting from the team’s perspective on maintaining control and managing risk.
Entain’s CEO Jette Nygaard-Andersen, commenting on the new partnership, said: “We are immensely proud to be partnering with McLaren Racing, a team who is 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: “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.”