The London-listed betting and gaming provider Entain has signed a groundbreaking sponsorship deal with McLaren Racing.
The multi-year contract provides for Entain’s PartyCasino brand to appear in the atriums of McLaren MCL35M racing cars as well as on the helmet of McLaren F1 driver Daniel Ricciardo, starting with the legendary Monaco Grand Prix this weekend.
Through the partnership, Entain will bring a range of dedicated content and exclusive experiences to its customers and McLaren’s millions of adult fans through its new access activation platform.
This will include McLaren-themed casino content and access to all areas of the games on the PartyCasino and PartyPoker websites, competitions to gain access to the McLaren Technology Center, joint promotions on the companies’ social media channels and jointly developed Marketing content.
In addition, Entain will leverage its partnership with McLaren to develop strategies to promote safe betting and gaming that will benefit from the team’s unique perspective on maintaining control and managing risk.
“We are very proud to be working with McLaren Racing, a team synonymous with exciting entertainment by constantly innovating and staying at the cutting edge of technology,” said Jette Nygaard-Andersen, CEO of Entain.
“This is the same approach we take to delivering moments of excitement to our customers, and we really appreciate the opportunity to create new content for our PartyCasino and PartyPoker customers and bring these great brands to new audiences do.”
Zak Brown, CEO of McLaren Racing, said, “Fan entertainment is an important focus for our team and our sport. Like McLaren Racing, Entain brands like PartyCasino and PartyPoker place great emphasis on providing their customers with moments of safe and responsible excitement.
“We look forward to starting our partnership with Entain from the Monaco Grand Prix this weekend and the activities we have planned together to create moments of excitement for fans and customers.”
Shares in Entry plc (LSE: ENT) were traded 1.72 percent lower at 1,540.50 pence per share on Wednesday morning in London.
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