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McLaren Racing expands global eSports program in new partnership with Veloce Esports

McLaren Racing has today announced a new partnership with leading esports provider Veloce Esports to deliver a multifaceted program around the fast-growing industry of gaming and sim racing.

 

The partnership will see Veloce manage and develop McLaren’s elite esports team, focusing on event success, gamer development and the positioning of the esports team internationally.

 

Additionally, McLaren and Veloce will work together to create an academy for the world’s most promising racing gamers and establish a ‘staircase of talent’ – with the ultimate goal being a seat in the McLaren esports team. By joining forces, the partnership promises to become a leading light in this burgeoning industry.

 

Mark Waller, Managing Director of Sales & Marketing, McLaren Racing said:

We are delighted to begin this new partnership with Veloce Esports with our clear focus on continuing to engage a new, younger generation of motorsports fans. Joining forces with an ambitious and forward-thinking company in Veloce is the next significant step to build on the great progress we have already made in the esports category over the last few years.

 

The popularity and growth of esports has been well-documented in recent weeks and that trend looks set to continue even once racing on track resumes. Our aim is to develop and nurture fresh talent via the virtual academy, drive the performance of our esports team and carve new ways of attracting and interacting with fans from around the world.

 

Jack Clarke, Chief Commercial Officer & Co-Founder, Veloce Esports said:

We are thrilled to be working with such a pioneering and iconic team as McLaren Racing, which has a renowned history in motorsport.

 

We share a passion for competition and innovation, and I know this partnership will establish the ultimate destination for fans to interact and a unique space for the best gaming talent in the world to compete as a team. We are incredibly proud and look forward to building a full-scale esports ecosystem with McLaren.

 

As part of this new partnership with Veloce and the expansion of the McLaren global esports program, Benjamin Daly, a prominent esports figure who races under the name of Tiametmarduk, will join as a McLaren Shadow Ambassador to support the esports team for the 2020 programme.

 

About McLaren Racing

Since entering Formula 1™ in 1966 under the guidance of eponymous founder Bruce, McLaren’s success has been nothing short of breathtaking. Five glittering decades have yielded countless victories, pole positions and podiums, not to mention eight constructors’ championships. What’s more, some of the sport’s greatest drivers made their names with the team, including Emerson Fittipaldi, Ayrton Senna, Mika Hakkinen and Lewis Hamilton.

 

About Veloce Esports

Veloce is an esports organisation based in London, which has quickly become one of the leading Esports teams in the UK, competing in tournaments across widely acclaimed gaming franchises such as F1 Esports, Gran Turismo, Rocket League, Project Cars and more. Founded in early 2018, Veloce has grown to a stable of 25 professional gamers and content creators across the gaming and esports space.

 

Source & imagery, courtesy: McLaren Racing / Veloce Esports

 

#esport #esports #formula1 #sportsbiz #sportsindustry #sportsentertainment

 

ALSD International – Europe’s leading event for the Premium Seat & Sports Hospitality sector – taking place at Liverpool FC’s Anfield Stadium this October, 12-13, will examine how to increase revenue through new builds, renovations, service expansions and the latest technology, and how to recoup lost revenue post COVID-19.

 

 

The next edition of ALSD International – organised by the Association of Luxury Suite Directors and Sports Venue Business – will feature a high-level conference, an exhibition hall showcasing the latest products, services & solutions, tours of Anfield, Goodison Park and M&S Bank Arena, and numerous networking events, ensuring optimised opportunities to knowledge-share, network and do business.

 

#ALSDInternational – Europe’s leading event for the Premium Seat & Sports Hospitality sector

 

#ALSD – Leading the Premium Seat sector for the last 30 years

 

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