Partypoker and parent company Entain recently announced a partnership with Formula 1’s McLaren Racing. Beyond sponsoring a race car on the track, the deal now extends to a new safe gaming campaign.
Ahead of this weekend’s Styrian Grand Prix, Entain has launched the “Party Responsibly” campaign. The initiative partners with McLaren to promote the benefits of staying in control, “whether at the wheel of an F1 car or when betting and gaming,” the company notes.
Staying under control at the table or track
The F1 partnership plays a major part of Party Responsibly. The new mini-film Time to Pit, featuring McLaren F1 driver Daniel Ricciardo, is at the center of the campaign.
The film stresses the importance of respecting personal limits and staying in control.
As part of the initiative McLaren’s MCL35M race cars will carry the Party Responsibly messaging. That will be seen on the cars rather than product branding at the Styrian and Austrian races.
Both events will be held at the Red Bull Ring in Spielberg, Austria.
New online messaging included
Along with the film and race car branding, Entain has launched a new internet hub for the campaign at partyresponsibly.net. Fans will find the Time to Pit film on the new site.
The hub also shows how McLaren has promoted safety for years by innovating new features on its cars. Players can also check that they are in control of their betting and gaming. The site provides information on best ways and tools to maintain full control.
“We believe there is lots to learn from the importance McLaren and Daniel attach to managing risk and staying in control,” Entertain director of corporate affairs at Entain Grainne Hurst said in a news release.
“That’s why we think Party Responsibly is a great way to use the partnership to promote safer betting and gaming, to ensure our players respect their limits and enjoy a great entertainment experience with us.”