Entain has created exclusive content for Formula 1 fans as the company moves to more closely align with its new partner, McLaren F1.

With its PartyCasino and partypoker brands, the UK sports betting group will provide customers with special access to the McLaren F1 team, alongside an international TV ad campaign to run from now through the end of the season in mid-December.

The four new TV spots will purportedly be similar to Entain’s ‘Drummers’ ads that aired ahead of the Euros earlier this year, with a “focus on mass entertainment experiences for customers and the thrill of big sports events.”

“We want Party to be a destination for customers around the world who enjoy games and sharing experiences around the sports and activities they love,” commented Paris Anatolitis, MD of Party Brands and Commercial Director at Entain.

“This is about creating recreational content which encourages people to take a look and explore new ways of enjoying themselves with our brands.”

A range of new offers will be available via the McLaren F1 access pages on the PartyCasino and partypoker websites, including ‘Super Fan’ contests where players will be invited to participate in quizzes to test their F1 knowledge and win big prizes, with a McLaren helmet currently up for grabs.

Customers can also check out a new video series entitled ‘See the Unseen’ which gives a behind-the-scenes look at the people who make McLaren Racing work, featuring interviews from notable McLaren members like CEO Zak Brown as well as the pit crew, engineers and driver Daniel Riccardo.

Entain has also built a new, free-to-play, McLaren-themed racing game, which will see Grand Prix events taking place in Mexico and Brazil, that it plans to launch on its Party brands in November 2021.