Global gambling brand Entain has struck up a rather unique commercial partnership with the Formula One team McLaren.
The multi-year deal will see the F1 outfit carry the branding of Party Poker and Party Casino on their cars and also on the helmets of their drivers – Daniel Ricciardo and Lando Norris – starting from this weekend’s Monaco Grand Prix.
The strategic alliance, which is based on a sugary ‘shared track record of delivering cutting-edge innovation’ vibe, would also see the F1 team promote responsible gambling and safety.
McLaren will also promote casino content and exclusive games that will become available on the Party sites, and there will be special competitions and giveaways that could see Party Casino players invited to the McLaren Technology Centre. There’s no word on whether you will be allowed to take the F1 car for a spin around the track, sadly.
The new CEO of Entain, Jette Nygaard-Andersen, said of the unique partnership:
“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.
“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.”
And her counterpart at McLaren Racing, Zak Brown, was equally effusive.
“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.”
Entain Eyes William Hill’s Up-for-Sale Assets
For a while at the tailend of 2020, it looked like Entain were set to be taken over by MGM Resorts in an extraordinary £6 billion deal.
However, the coup didn’t quite come off with the offer described as ‘under-valuing’ the British group, and so now Entain is moving forward with acquisition goals of their own.
It has been confirmed that Caesars Entertainment, who have purchased William Hill, will put a number of the firm’s UK and European assets up for sale – and Entain are ready to pick away at the carcass.
Nygaard-Andersen has revealed that her firm are interesting in adding to their existing product range, and that could mean that William Hill’s casino and sports properties are acquired by Entain.
“We’re looking at everything, so we’re certainly also looking at whether this could be an interesting opportunity,” she said, cryptically but without playing down the notion.
Entain’s former CEO, Shay Segev, had expressed an interest in buying a number of William Hill’s high street betting shops and online properties, and it seems as if the process could finally be completed under the stewardship of Nygaard-Andersen – despite facing intense competition from the likes of 888 and Apollo Management, an investments firm that already owns the casino chain Harrah’s Entertainment.