McLaren Racing expands Splunk partnership to include esports team

UK-based motorsport team McLaren Racing has announced an expansion of its partnership with data provider Splunk.

As a result, Splunk will now become an official global partner of the McLaren Shadow esports team and the Logitech McLaren G Challenge. The brand logo will also appear on the kits, car liveries and racing streams of the team and eracing series.

Image credit: McLaren Racing

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Moreover, Splunk will also provide data analysis and live dashboards for the McLaren Shadow esports team and Logitech McLaren G Challenge. 

The data firm will study factors such as timing data, tyre temperatures and wear, optimal throttle and brake application.

Lindsey Eckhouse, Director of Licensing, Ecommerce and Esports at McLaren Racing, said: “Data-driven insight is crucial to our work at McLaren, and together with Splunk we’ve already made valuable progress on the Formula 1 side.

“We’re pleased to grow our long-term relationship with Splunk, by extending the partnership to the McLaren Shadow programme and Logitech McLaren G Challenge to cultivate the same progress in a key growth area for our team. We look forward to continuing to work with Splunk in an exciting additional chapter of our partnership.”

According to the release, the McLaren Shadow Academy will also collaborate with Splunk to provide further support to young esports drivers.

McLaren Racing and Splunk first partnered back in 2020. Since then, the racing team has joined forces with Tezos, Veloce Esports, Sparco Gaming, Alienware and Logitech G.

James Hodge, International Group Vice President & Chief Strategy Advisor at Splunk, added: “Esports development over the past few years has been incredibly exciting to watch. It’s a natural step for Splunk to extend our partnership from Formula 1 to the McLaren Shadow programme and Logitech McLaren G Challenge.

“The popularity of esports derives from its accessibility and being a data driven sport it will be great to see how Splunk’s Data-to-Everything platform can support the development of the McLaren Shadow programme.”

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Esports Insider says: Recently, more and more esports teams have turned to data companies to receive better insights on performances. McLaren’s decision to expand its deal to include esports, further highlights the team’s belief in the collaboration and eagerness to support its competitive gaming divisions.

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