Sports betting and entertainment group Entain Plc’s PartyCasino and PartyPoker brands have entered into a multi-year partnership with the McLaren Racing team.
The alliance, which is built on ‘a shared track record of delivering entertainment through cutting-edge innovation’, according to a joint statement, will be underpinned by a common approach to safety and responsibility.
From the Monaco Grand Prix onwards, Entain and McLaren will collaborate on promoting safer betting and gaming activity, benefitting from the team’s ‘unique perspective’ on maintaining control and managing risk.
“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 Jette Nygaard-Andersen, CEO, Entain Plc.
“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.”
Through the partnership, Entain will be throwing open the doors to the world of Formula One, with the betting and gaming group to provide dedicated content and exclusive experiences via an activation platform called Access, which will feature McLaren-themed casino content and access all areas games on the PartyCasino and PartyPoker sites.
The platform will also include competitions to win access to the McLaren Technology Centre, shared promotions throughout the companies’ social media channels, and jointly developed marketing content.
Furthermore, the deal steps up FTSE100 gambling group Entain’s presence in the sporting world, maintaining agreements with high-profile professional sports clubs whilst also supporting grassroots teams through its ‘Pitching In’ initiative, in association with the three Trident Leagues.
Zak Brown, CEO, McLaren Racing, explained: “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.”
Mid-way through April, Entain published its Q1 trading update which saw the company post a 13% decline in group net revenues, attributed to its restricted retail unit, whilst the group continued to focus on its digital growth strategy, as its online gambling division delivered its ‘21st consecutive quarter of double-digit growth’.