McLaren has linked up with lottery operator Allwyn which will become a new partner to its Formula 1 team, esports outfit, and F1 academy in 2025.
F1 announced its own partnership with Allwyn on Tuesday, but McLaren has also secured a deal with the company's global operations, which holds brands that operate national lotteries across seven different nations in North America and Europe.
The partnership between Allwyn and McLaren is not only set up to increase its brand awareness, but also in using the McLaren relationship in its campaigns to promote responsible gaming.
McLaren says the partnership comes with "the aim of strengthening its connection with fans and further building its brand awareness through the global platform of motorsport".
Allwyn's branding will appear on McLaren's 2025 car and on the drivers' overalls.
“We are delighted to welcome Allwyn to the McLaren Racing family," said CEO Zak Brown.
"Off the back of a fantastic 2024 season in Formula 1, it’s great to have an international brand like Allwyn join us at a time when the team – and the sport – is going from strength to strength. We’re excited to go racing together.”
Founder of Allwyn, Karel Komarek, says that the two partnerships it has announced this week will be a cornerstone of its expansion, and that it believes it can tap into McLaren's innovative streak to further its own progress.
“This exciting partnership – alongside the partnership we announced earlier this week with F1 - is a big step forward on Allwyn’s journey to expand its business and brand globally,” said Komarek.
"Our collaboration with McLaren benefits from a shared drive to thrive, fuelled by technology and with innovation at its heart; characteristics that will continue to power Allwyn’s global development."
Allwyn CEO Robert Chvatal added: "McLaren is an iconic name in Formula 1, with huge international appeal. It is one of the most successful racing teams in the world – with incredibly exciting drivers.
"We take pride that wherever Allwyn operates, we create safe and responsible ways for people to play. We know that McLaren, like the wider world of Formula 1, also prioritises safety and responsibility.
"We look forward to working together to realise our shared ambition of a world full of winning moments.”
