This article contains information about the organisations enjoying branding presence across the assets of Formula One (F1) team McLaren Racing as their official sponsors and partners during the 2024 FIA Formula One World Championship season.
British American Tobacco (BAT)
In February 2019, ahead of the 2019 F1 season, British American Tobacco signed a multi-year partnership agreement with McLaren Racing.
Apart from access to the British F1 team’s various assets for BAT, the partnership is also focused on technology and innovation centred around the tobacco company’s “potentially reduced risk products”. BAT also enjoys an on-off presence on the McLaren race car.
Dell
McLaren Racing and Dell have been partners since 2018.
The partnership between the two focuses on driving innovation and pushing the boundaries of human-machine performance both on and off the track.
The two parties last officially renewed their partnership in October 2021 — a multi-year agreement.
Darktrace
UK-based cybersecurity company Darktrace was announced as McLaren Racing’s Official AI Cyber Security Partner in February 2020.
Apart from enjoying branding visibility on the McLaren race car and driver suit, Darktrace also provides the team with its AI-based cyber tech to help them gain complete visibility across the digital infrastructure and block cyber attacks.
The partnership between the two was extended following a multi-year renewal agreement in April 2021.
Arrow Electronics
Arrow Electronics has served as McLaren Racing’s Official Technology Design and Procurement Partner since 2019.
The partnership allows the two parties to put their views and beliefs in tech and innovation to drive progress and produce services and solutions. It also puts Arrow Electronics’ branding on the McLaren race car and driver suit.
In August 2021, McLaren also acquired a majority stake in Arrow McLaren SP.
Splunk
McLaren announced Splunk as their Official Technology Partner in February 2020.
The partnership is aimed at enhancing the team’s performance by providing data to help them make better decisions. Splunk also helps the team in accelerating their operations.
In February 2021, the two parties renewed their partnership, which was later expanded in June 2021, making Splunk the Official Global Partner of the McLaren Shadow esports team as well as the Logitech McLaren G Challenge.
Coca-Cola
Coca-Cola became the Official Soft Drinks Partner of McLaren Racing in 2018.
The partnership sees the two parties collaborate on a host of commercial activations, including promotional campaigns starring McLaren drivers. Additionally, the Coca-Cola branding is also visible on the McLaren race cars as well as the drivers’ bottles.
Also read: McLaren announce Driver Development programme
Unilever
Consumer goods firm Unilever signed a multi-year technical partnership agreement with McLaren Racing in January 2020.
The partnership is aimed at driving development for Unilever in the engineering, talent and digital fields while also creating with McLaren an engineering academy and running rotational placements, mentorships and inclusivity programmes.
Richard Mille
In February 2016, Swiss luxury watchmaker Richard Mille announced a ten-year partnership agreement with McLaren Racing.
The partnership sees the McLaren drivers sport and promote Richard Mille timepieces off the track.
Cisco Webex
San Jose-based web conferencing firm Webex was unveiled as McLaren Racing’s Official Collaboration Partner in February 2021.
The multi-year partnership sees the Webex platform integrated into the team’s day-to-day activities, helping them overcome geographical boundaries and create virtual experiences to bring the fans closer to the team. It also puts the Webex logo on the McLaren cars (halo and side pods) and driver suits.
Smartsheet
An enterprise platform for dynamic work, Smartsheet signed a multi-year partnership agreement with McLaren Racing in November 2021, becoming an Official Technology Partner of the team in the process.
The partnership not only puts the Smartsheet branding on McLaren’s race cars, pit-crew overalls, pit-wall stand and driver suits, it also sees the team use Smartsheet tech for digital transformation.
Hilton
American multinational hospitality company Hilton has been a long-standing partner of McLaren Racing — since 2005.
The partnership sees Hilton provide the team with accommodation while travelling around the world. The Hilton branding is also visible on the McLaren race car.
The two parties announced a multi-year extension of their partnership in February 2022. Hilton again extended its partnership with McLaren in February 2024, continuing on as their Global Hotel Partner.
CNBC
US-based global business news network CNBC signed a multi-year partnership agreement with McLaren Racing in January 2018.
The partnership sees McLaren use the CNBC network to reach out to a wider audience of business leaders and investors. The CNBC logo also features on the McLaren race car and driver suit.
The two parties announced a multi-year partnership extension in January 2021.
Medallia
US-based customer and employee experience management company Medallia signed a multi-year partnership agreement with McLaren Racing in October 2021, becoming in the process their Official Feedback Partner.
As per the deal, Medallia uses its customer and employee insights to help the team gain feedback from their fans and members. The Medallia branding is also visible on the McLaren race cars (rear wing) and pit-crew helmets.
FxPro
Online forex broker FxPro joined the McLaren Racing family in 2018.
The partnership puts the FxPro branding on the McLaren race car.
The two parties extended their partnership in November 2021 for a further three years.
EasyPost
In October 2021, McLaren Racing signed a multi-year partnership agreement with US-based e-commerce shipping solutions provider EasyPost.
The multi-year partnership sees EasyPost help McLaren with logistical solutions for their global travel needs. The EasyPost branding is also visible on the McLaren car (rear wing) and pit-crew helmet.
Deloitte
Deloitte joined the McLaren family in May 2017.
The business advisory firm collaborates with the team to build data-driven business products and enhance their car’s performance.
Also read: McLaren extend Deloitte partnership
Tumi
Tumi joined McLaren Racing as their Official Luggage Partner from the 2020 F1 season onwards.
The partnership grants Tumi access to the team’s digital and physical inventories. The two parties have also released co-branded luggage collections over the course of the partnership.
Sikkens
McLaren Racing unveiled Sikkens, an AkzoNobel painting and coating brand, as their Official Paint and Coatings Partner in 2008.
The partnership sees AkzoNobel provide the team with Sikkens’ vehicle re-finish products for all painted parts of their race cars as well as their transport, garage and accessories.
The two parties last renewed their partnership in March 2021.
SunGod
McLaren Racing inked a deal with performance eyewear brand SunGod in May 2021.
As the team’s Official F1 Fan Eyewear licensee, SunGod releases limited-edition McLaren collections, with the team’s drivers endorsing its products as well.
Pirelli
Through its over-arching agreement with Formula One, Italian multinational tyre manufacturer Pirelli serves as the Official Tyre Supplier to all F1 teams, including the Woking-based outfit.
Stratasys
3D printing firm Stratasys first partnered with McLaren Racing in January 2017, becoming in the process their Official Supplier of 3D Printing Solutions.
The partnership sees Stratasys provide the team with additive manufacturing solutions. The American-Israeli company also supplies them with its latest FDM and PolyJet-based 3D printing solutions and cutting-edge materials for visual and functional prototyping, production tooling (including composite tooling), and customised production parts.
King Abdullah University of Science and Technology (KAUST)
McLaren Racing signed a five-year partnership agreement with King Abdullah University of Science and Technology (KAUST) in September 2018.
The partnership is aimed at advancing research in the areas of computational fluid dynamics (CFD), machine learning, fuels and lubricants, advanced mathematics, and sensors and electronics.
Alteryx
Analytics automation firm Alteryx became an Official Partner of McLaren Racing in May 2021.
As per the deal, Alteryx’s branding features on the McLaren race car and driver suit. The team also use Alteryx tech to gain valuable insights in order to improve and optimise performance.
FAI Aviation Group
German high-end aircraft solutions company FAI Aviation Group signed a multi-year partnership agreement with McLaren Racing in January 2020.
The agreement sees the FAI Aviation branding feature on the rear wing endplate of the McLaren race car. The two parties also collaborate on several activations.
In March 2022, McLaren Racing signed a multi-year partnership agreement with Google, which came on board as an Official Partner.
The agreement sees Google provide McLaren with its products for a seamless tech experience across multiple devices. The Google Chrome and Android brandings are also visible on the McLaren race cars (wheel covers and engines), helmets and driver suits.
OKX
As per the deal, the team work with OKX on several fan engagement activities. The OKX branding also features on the McLaren race cars as well as the drivers’ helmets and kits.
This partnership was extended in April 2023, with OKX branding continuing to feature on the McLaren cars. In January 2024, McLaren further expanded their partnership with OKX, which thus continues as an Official Primary Partner of the team and enjoys branding visibility on the side pods of the McLaren challenger.
VMware
McLaren inked a multi-year agreement with VMware, a US-based cloud computing and virtualisation tech company, in May 2022.
The partnership sees VMware help the team protect, manage, deliver and connect cloud-based apps that they use both on the track and at the McLaren Technology Centre. VMware’s branding also features on the McLaren race cars and driver suits.
Cadence Design Systems
McLaren Racing signed a multi-year partnership agreement with computational software firm Cadence Design Systems in May 2022.
The partnership sees McLaren use Cadence’s tech to investigate airflow and work on design projects requiring advanced compute power and precision. Cadence’s branding, in turn, features on the McLaren race cars.
Goldman Sachs
In June 2022, McLaren Racing announced a multi-year partnership agreement with American financial services firm Goldman Sachs, which came on board as an Official Partner.
The partnership sees the two parties work together to help the British team achieve their net zero goals. Goldman Sachs’ branding also features on the McLaren race cars.
K-Swiss
Los Angeles-based heritage footwear brand K-Swiss signed a multi-year partnership agreement with McLaren Racing in July 2022, becoming an Official Partner of the team in the process.
The partnership sees the two parties work together on producing performance-based footwear for the McLaren pit crew and engineers. The two have also gone on to jointly release limited-edition footwear and apparel collections for McLaren fans worldwide.
K-Swiss’ aim, through the partnership, is to make use of the team’s global reach to gain brand visibility.
Jack Daniel’s
In September 2022, Jack Daniel’s Tennessee Whiskey was announced as an Official Partner of McLaren Racing on a multi-year deal.
The partnership sees the two parties work on hosting various media and hospitality events as well as marketing and advertising campaigns, with Jack Daniel’s branding featuring on the McLaren cars, race-suits and pit-crew helmets.
Castore
In May 2021, British sportswear company Castore signed a multi-year partnership agreement with McLaren Racing, becoming their Official Team Apparel and Sportswear Partner in the process.
The partnership sees Castore provide the team with teamwear and merchandise.
The two parties last signed a multi-year extension agreement for their partnership in January 2023.
DEWALT (Stanley Black & Decker)
In July 2021, McLaren Racing announced a multi-year partnership agreement with US-based tools and storage company Stanley Black & Decker.
The partnership sees the Fortune 500 company serve as the Official Tools and Storage Partner to McLaren. Stanley Black & Decker provides the team with its range of tools both on and off the track, with its DEWALT brand also gaining presence on the McLaren race cars and driver suits.
Gopuff
Instant delivery platform Gopuff and McLaren Racing inked a multi-year partnership agreement in February 2022.
The partnership sees the US-based instant grocery and household essentials delivery service serve as an Official Partner to the British team. The two parties work on a host of fan engagement activities, with Gopuff’s branding also featuring on the McLaren race car.
DP World
In February 2023, McLaren Racing announced DP World, a provider of worldwide smart end-to-end supply chain logistics solutions, as one of their Official Partners.
The partnership sees DP World support the team with its logistics solutions to help them with development processes and on-track performance gains. McLaren, in turn, provide DP World with a global platform to reach out to wider audiences, with the DP World branding featuring on the team’s race cars and driver overalls.
New Era
Headwear and lifestyle brand New Era has served as the Official Headwear Partner to McLaren Racing since February 2017.
As per the deal, New Era provides the team’s members with caps. The two parties also work together to produce co-branded headwear collections for consumers.
McLaren and New Era extended their partnership in March 2023 as part of a multi-year agreement.
Salesforce
San Francisco, California-based customer relationship management company Salesforce joined McLaren Racing as an Official Partner in March 2023 on a multi-year deal.
The partnership sees McLaren use Salesforce products to enhance fan engagement activities and reach out to newer audiences worldwide. Salesforce’s branding, in turn, features on McLaren’s garages and digital assets.
Workday
McLaren Racing inked a multi-year deal with Workday, a US-based provider of enterprise cloud applications for finance and human resources, in March 2023.
The partnership sees Workday serve as an Official Partner to the F1 team, who use its products to enhance their overall efficiency. Workday’s branding also features across various McLaren assets.
A multi-year partnership expansion agreement between the two parties was announced in February 2024.
Reiss
McLaren Racing roped in Reiss as their Official Travel Wear Partner in May 2023, having signed a multi-year agreement with the British fashion brand.
The partnership sees Reiss provide McLaren with travel apparel for all their race events.
Halo
IT service management and professional services automation software provider Halo joined McLaren Racing as an Official Partner in June 2023 on a multi-year deal.
The deal sees McLaren use Halo’s IT service management platform to enhance productivity across their platforms. Halo’s branding, in turn, has featured on the McLaren race car (on its halo, aptly) and pit wall since the 2023 Canadian Grand Prix.
Monster Energy
Global energy drink brand Monster Energy was revealed as an Official Partner of McLaren Racing in November 2023, with the multi-year deal coming into effect with the 2024 season.
The deal entails Monster Energy branding featuring on the helmets, race suits, caps and drink bottles of the McLaren drivers. Both the team and Monster Energy are also to work on fan engagement activities.
Udemy
In November 2023, McLaren Racing roped in online skills marketplace and learning platform Udemy as their Official Learning and Skills Partner on a multi-year deal, which gets underway this season.
The deal entails Udemy’s branding featuring on the helmets of the McLaren drivers.
Estrella Galicia 0,0
Spanish beer brand Estrella Galicia 0,0 signed a partnership agreement with McLaren Racing in January 2024, coming on board as their Official Beer Partner.
As per the deal, Estrella Galicia 0,0 enjoys branding on the McLaren race cars as well as driver overalls.
Alpinestars
Alpinestars became McLaren’s Official Partner for Technical Clothing in January 2024.
As per the deal, Alpinestars provides outfits to the McLaren drivers and crew members.
Optimum Nutrition
Sports nutrition brand Optimum Nutrition became McLaren’s Official Sports Nutrition Partner in February 2024 on a multi-year deal.
The partnership sees Optimum Nutrition support the team’s performance, health, and wellbeing with its range of science-led sports nutrition products. The company’s branding, in turn, can be seen on the McLaren pit crew overalls, set-up kits, and driver uniforms.
Ecolab
US-based water, hygiene, and infection prevention solutions provider Ecolab was announced as an Official Partner of the McLaren F1 team in February 2024.
The deal sees Ecolab support the Woking-based team’s sustainability efforts, contributing to the development of a “Sustainable Aviation Fuel (SAF) programme to accelerate McLaren’s overall strategy of decarbonising its Formula 1 logistics and operations”.
Airwallex
Global fintech company Airwallex was roped in by McLaren as an Official Partner in February 2024 on a multi-year deal.
As per the deal, McLaren use the Airwallex platform for their financial operations.
Logitech
Swiss consumer tech company Logitech has been the official technology peripherals partner of McLaren F1 since March 2017.
The deal sees Logitech supply the team with its range of products while also holding branding rights on the cockpits of their race cars. The partnership also covers McLaren’s esports team.
The deal was most recently extended in April 2024, with Logitech continuing on as the Official Gaming Wheels & Pedals Partner of the McLaren F1 and Shadow Esports teams.
eBay
Online marketplace eBay joined McLaren as an Official Partner on a multi-year deal in May 2024.
As per the deal, eBay enjoys branding presence on the McLaren race car at selected races.
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