McLaren Racing extends TUMI partnership to include esports division

29 February 2024


Mclaren Shadow
Image credit: McLaren Shadow via X

Formula 1 team McLaren Racing has expanded its partnership with TUMI to include the McLaren Shadow esports team.

As a result of the deal, which also involves McLaren’s Extreme E team, TUMI will create an expanded product range with the sim racing team.

ESI London 2024

An exact time frame of the collaboration has yet to be revealed, however, the ‘TUMI | McLaren Extreme’ capsule will launch in March 2024 as part of the new expansion. 

According to a release, the expansion looks to unify McLaren’s ‘diverse virtual and physical racing portfolio’. Formed in 2017, McLaren Shadow competes exclusively in the sim racing space. As of right now, the division has three drivers who are competing in the 2023/24 F1 Sim Racing Championship.

TUMI isn’t the only brand that has collaborated with McLaren’s esports division, with the team also having ongoing partnerships with NEOM, Logitech G and Alienware. Moreover, it was announced earlier this month that McLaren Shadow’s livery will be available in the new F1 24 game alongside Alpine esports’ car. 

Louise McEwen, Executive Director, Brand & Marketing, McLaren Racing, commented on the expansion: “We are delighted to expand our partnership with TUMI, built on a genuine passion for craft and high attention to detail, and can’t wait for our fans to see these two exciting new ranges as we expand into our Extreme E and esports series.”

The F1 esports season has had a tumultuous start to its 2023/24 campaign with the series only hosting one event in its calendar. At the time of this writing, F1 Esports has yet to post an update on social media as to when the next race will take place following the cancellation of its event in December 2023.

Tom Daniels
Tom has been part of Esports Insider's team since October 2020 and is currently the platform's Editor. When not playing Football Manager, he enjoys reporting on the mobile esports scene as well as the betting sector.