F1 Mexico GP (Formula One)
McLaren Racing has agreed to a multi-year partnership deal with leading brands within the Entain group. Two of the group’s leading casino brands will feature as select partners with McLaren Racing during the Monaco Grand Prix. You can learn more about this exciting motor racing partnership, as well as further details about innovative partnerships in the sport, right here.
Entain is a global gambling group and owner of some of the most recognisable and successful sportsbooks, bookmakers and online casinos in the world. One of their most recognisable and successful brands being PartyCasino. They are busy penetrating new legal betting markets, including a new joint partnership with MGM Resorts to provide a sportsbook for an emerging US sports betting market, namely BetMGM. In total, they are present in over 25 countries and have a market share worth over $10 billion.
McLaren Racing has entered into a multi-year agreement with two of Entain’s brands to be team partners for the Monaco Grand Prix. The two brands are PartyCasino and PartyPoker. This partnership will generate exceptional exposure for both online services due to the Monaco Grand Prix being one of the most-watched racing events on the racing calendar.
McLaren and brands from the Entain group are a natural fit considering both are spearheading tech advancements in their own right. They have a mutual interest in providing consumers with first-class entertainment while prioritising consumer safety throughout. Entain has even declared that they will use the knowledge and strategies within McLaren to inform their own strategies of managing risk within the gambling industry to create a safer entertainment space for all.
The CEO of Entain, Jette Nygaard-Andersen, stated that the deal was a meaningful way for these two brands to gain exposure while simultaneously providing entertainment and new content for fans. She carried on to state that they are proud to be partnering with such tech innovators in the motor racing space. These compliments were served back to Entain by the CEO of McLaren Racing, Zak Brown.
Team partners are typically another name for sponsors at a racing event. It is important that the brand sponsoring the team will benefit from exposure to the right target market as part of the deal, which is why gambling companies are rife among all sports sponsorship – not just motor racing. Both of the Entain brands will be in the headlights of a global event watched by people who are more likely to enjoy sports betting and casino gaming than non-sports fans. Monaco is an apt location for this type of deal, considering Monaco is renowned as one of the few gambling Meccas in Europe.