Entain inks deal with McLaren to create content for F1 fans

Entain has evolved its partnership with McLaren Racing to create exclusive content for Formula 1 fans.

As part of the partnership, international TV ads will run from now to the end of the season in mid-December, initially in the UK, promising customers special access to the McLaren F1 team through PartyCasino and partypoker.

In a similar way to the “Drummers” campaign launched ahead of Euro 2020 earlier this year by Ladbrokes, the new PartyCasino ads 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,” said Paris Anatolitis, managing director of Party brands and commercial director of Entain.

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

The new campaign coincides with a range of new offers, available via the McLaren F1 access page on the PartyCasino and partypoker websites.

These include Super Fan competitions in the form of a quiz and a ‘see the unseen’ video profiling key members of McLaren like CEO Zak Brown and driver Daniel Ricciardo.

Meanwhile, Entain plans to launch its first exclusive free-to-play racing game built around McLaren F1 on its Party brands next month, coinciding with Grand Prix events in Mexico and Brazil.

Entain has built the new game, with design input from McLaren F1.