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McLAREN Racing expands global esports programme in new partnership with Veloce Esports

"Joining forces with an ambitious and forward-thinking company in Veloce is the next step"

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

The partnership will see Veloce manage and develop McLaren’s elite esports team, focussing 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 and 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 and 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 programme, 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.