The new partnership will officially launch on 23 May 2021 at the Monaco Grand Prix, with the PartyCasino brand to appear on the halos of the McLaren MCL35M race cars, and on the helmet of McLaren driver Daniel Ricciardo.
Through the partnership, Entain will provide its customers with a range of content on a new activation platform called Access, which will feature competitions to win access to the McLaren Technology Centre, and McLaren-themed casino content on the PartyCasino and PartyPoker sites.
“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 CEO 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.”
Entain will also use the partnership to promote safer betting and gaming, relying on McLaren Racing’s “unique perspective on maintaining control and managing risk.”
Zak Brown, McLaren Racing CEO, commented: “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.”