McLaren Enters Multi-Year Partnership With Entain’s PartyPoker and PartyCasino Brands

  • PartyPoker and PartyCasino branding will appear on McClaren race cars and helmets
  • The partnership centers on “delivering entertainment through cutting edge innovation”
  • Joint promotions include chances to win entry to the McLaren Technology Centre in the UK
  • The brands are committed to “providing moments of safe and responsible excitement” for fans
Carlos Sainz, a driver on the McClaren team
McClaren’s new multi-year partnership with Entain will see the online gaming giant’s PartyPoker and PartyCasino brands displayed on McClaren’s F1 cars starting with this weekend’s Monaco Grand Prix. [Image: Shutterstock.com]

Launch set for Monaco Grand Prix

McClaren Racing and Entain plc have inked a multi-year deal that positions the sports betting and online gaming giant’s brands — PartyPoker and PartyCasino — as the Formula 1 legend’s team partners starting from the Monaco Grand Prix on May 23.

Monday’s announcement highlighted that the PartyCasino brand will appear on the helmet of McClaren’s Australian F1 driver, Daniel Ricciardo. The brand will also feature on the halos of McClaren MCL35M race cars, which the England-based motor sports firm previewed today via Twitter:

The official launch of the partnership will be at the Monaco Grand Prix this weekend.

technological leaders within their own sectors”

According to an official McClaren Racing press release, it and Entain are “technological leaders within their own sectors.” From this position of corporate kinship, the partnership centers on a mutual “track record of delivering entertainment through cutting edge innovation,” the release explains. The announcement also notes the pair’s “common approach to safety and responsibility.”

The release adds that the partnership with McLaren will enable Entain to “explore strategies to promote safer betting and gaming.”

F1 a boost for Entain customers

Entain customers can look forward to McLaren-themed casino content and all areas games, via an activation platform called Access. According to Entain’s news release, Access will feature joint promotions through the partner’s social media outlets, plus chances to win entry to the McLaren Technology Centre in Surrey, UK.

The Isle of Man-based Entain rebranded from GVC Holdings in November 2020. Two years previous, the then-GVC Holdings partnered with MGM Resorts International to form the BetMGM iGaming and sports wagering brand. Through Entain’s US-licensed technology, BetMGM provides online betting products via platforms such as PartyPoker, PartyCasino, and Borgata Casino.

CEO of Entain Plc, Jette Nygaard-Andersen, said her firm was “immensely proud” of the McLaren Racing partnership. Nygaard-Andersen drew parallels between McLaren and Entain “constantly innovating and staying at the cutting edge of technology.”

She added Entain was excited about the prospect of creating fresh content for its customers, and reaching new audiences through the PartyCasino and PartyPoker brands.

United in bringing fans excitement

The synergy the brands bring to the new partnership promises both sets of customers and fans high energy entertainment. Like his counterpart Nygaard-Andersen, CEO of McLaren Racing Zak Brown underpinned the stock both brands place in “providing moments of safe and responsible excitement” for their customer bases.

Last month, Entain announced the launch of its technology-focused initiative aimed at helping identify players at risk of potential gambling harms. Some aspects of Entain’s Advanced Responsibility and Care (ARC) initiative are already part of its portfolio of UK gambling brands, which include PartyPoker, Ladbrokes, and Coral.

Brown pointed to this weekend’s F1 showdown in Monaco as the start of activities aimed at bringing “moments of excitement” for fans and customers of Entain and McLaren Racing.