McLaren Racing partners with Veloce Esports to expand esports program

McLaren Racing has announced that it has partnered with London-based organisation Veloce Esports to expand its existing esports program.

As part of the partnership, Veloce Esports will manage and develop McLaren’s sim racing team.

McLaren Racing Veloce Esports
Photo credit: McLaren

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Veloce Esports will manage and develop McLaren’s esports team, focusing on event success, racer development, and expanding the team’s international presence. They will also collaboratively establish an academy for up-and-coming racers, creating a path that ultimately can lead to representing McLaren.

Mark Waller, Managing Director of Sales and Marketing at McLaren Racing, commented on the partnership in a release: “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.”

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The partnership will also see sim racing influencer Benjamin “Tiametmarduk” Daly join McLaren as an ambassador for its Shadow project, supporting the team for the 2020 season.

Jack Clarke, CCO and Co-founder of Veloce Esports, added: “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.”

Esports Insider says: With a wealth of experience in sim racing, Veloce is well-positioned to manage McLaren’s esports team. Seeing a structure implemented to help aspiring sim racers reach the top is only going to help new talent break into what is quickly becoming one of the largest disciplines in esports.

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