Entain’s Partypoker and PartyCasino brands have just signed a multi-year partnership with McLaren Racing, beginning from the current 2021 Formula 1 season.

The partnership will be officially announced this coming weekend at the iconic Monaco Grand Prix, where the PartyCasino brand will appear on the halos of McLaren MCL35M cars, in addition to the helmet of Mclaren F1 driver, Daniel Ricciardo.

“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 in providing moments of safe and responsible excitement for their customers,” Zak Brown, McLaren Racing CEO, said.

“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 our fans and customers,” he added.

Under the deal, Entain will be opening the doors to the world of Formula One, with the betting and gaming group to provide dedicated content and exclusive experiences through Access,an activation platform.

This partnership will feature McLaren themed casino content as well as access to all area games on the PartyCasino and partypoker sites, competitions to win access to the McLaren Technology Center, jointlydeveloped marketing content, and shared promotions throughout the companies’ social media channels.

Entain explains that it also plans to use this partnership to explore strategies promoting safer betting and gaming, benefiting 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,” Jette Nygaard-Andersen, Entain CEO, said.

“This is the same approach we take in providing moments of excitement for our customers and we are truly excited about the opportune ities we have to create new content for our PartyCasino and partypoker customers as well bringing these great brands to new audiences,” he added.