Motorsport team McLaren Racing has extended its partnership with global peripherals and hardware manufacturer Logitech G.
As a result of the extension, the manufacturer will be the gaming wheel and pedal partner of the McLaren Formula 1 team and the McLaren Shadow sim racing team.
The partnership, which first started in 2017, will see both parties continue to collaborate on initiatives that ‘blur the line between virtual and real-world racing.’ As part of the extension, Logitech and McLaren will host the Logitech McLaren G Challenge, a sim racing event where drivers will compete for prizes including opportunities to meet the team’s drivers.
Since 2017, Logitech has assisted McLaren’s sim racing efforts and supported the McLaren Shadow project during a successful 2022 season. That year the team won the driver’s and constructors championships for the F1 Esports series.
Sim racing continues to attract non-endemic brands into the world of esports. In February 2024, race car manufacturer Dallara partnered with gaming PC manufacturer AK Informatica to launch a joint venture based in Indianapolis, Indiana.
For Logitech G, 2024 is a year of extensions. Alongside extending its deal with McLaren Racing, it secured a multi-year extension with Danish esports organisation Astralis in February 2024.
Matt Dennington, Co-chief Commercial Officer at McLaren Racing, spoke on the extension: “Sim racing continues to go from strength to strength.
“We’re thrilled to be extending our partnership with Logitech and continue to create a strong experience both for our McLaren Shadow Team and the more than 100,000 competitors who have taken part in the Logitech McLaren G Challenge to date.”
