The partnership will officially launch on 23 May at the Monaco Grand Prix, where the PartyCasino brand will appear on the halos of McLaren’s MCL35M race cars, as well as on McLaren F1 driver Daniel Ricciardo’s helmet.
Entain said the partnership would allow it to provide its customers and McLaren fans with a range of dedicated content and exclusive experiences via an all new activation platform called Access.
The platform will feature McLaren-themed casino content, competitions to win access to the McLaren Technology Centre, shared promotion through the companies’ social media channels, and jointly developed marketing content.
Entain said it will also use the partnership to explore strategies to promote safer betting and gaming, benefitting from McLaren’s unique perspective on maintaining control and managing risk.
“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,” said Entain’s chief executive, Jette Nygaard-Andersen.
“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, chief executive of McLaren Racing, added: “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 in 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.”