Entain launches “Party Responsibly” initiative with McLaren F1

Entain will use its brands Party Poker and Party Casino, and their partnership with McLaren Racing, to promote the importance of staying in control when gambling, which it likened to staying in control behind the wheel of an F1 car.

The campaign features a mini-film, titled “Time to Pit”, which features McLaren F1 driver Daniel Ricciardo speaking on the importance of considering limits and remaining in control.

At last week’s Styrian Grand Prix McLaren’s F1 cars featured the “Party Responsibly” messaging instead of product branding. This will appear again at the upcoming Austrian Grand Prix,

The campaign will also feature the launch of an internet hub, Partyresponsibly.net, which will allow players to check how in control they feel of their betting and provide resources for responsible play.

“We believe there are lots to learn from the importance McLaren and Daniel attach to managing risk and staying in control,” said Grainne Hurst, director of corporate affairs at Entain.

“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.”

Earlier this month, Entain’s non-profit The Entain Foundation US launched a responsible betting app, which provides supportive and educational tools for those seeking responsible gambling advice.