Founded by former racing driver Bruce McLaren in 1963, British racing team McLaren took their first win in 1968. They won their first World Constructors’ Championship in 1974 and won their maiden Drivers’ title the same year too with Emerson Fittipaldi taking the Championship.
Since then, McLaren have had some of the sport’s finest drivers race for them, with the likes of Niki Lauda, Alain Prost, Ayrton Senna, Lewis Hamilton and Fernando Alonso all having competed for the Woking-based team.
With eight Constructors’ Championships and twelve Drivers’ Championships, McLaren remain one of the most successful teams in Formula One history. Here are their sponsors for the 2022 F1 season.
Also Read – Formula One Sponsors 2022
British American Tobacco (BAT)
In February 2019, ahead of the 2019 Formula One season, tobacco company British American Tobacco signed a multi-year partnership with British Formula One team McLaren. Apart from gaining access to McLaren’s various assets, the partnership is also focused on technology and innovation centred around the tobacco firm’s ‘potentially reduced risk products’. BAT also enjoys an on-off presence on the McLaren car.
McLaren and Dell have been partners since 2018. The partnership focuses on the aim of driving innovation and to push the boundaries of human-machine performance both on the track and off it. Both parties renewed their partnership following a multi-year extension in October 2021.
One of the world’s leading cyber defence AI firms, Darktrace was announced as McLaren’s Official AI Cyber Security Partner in February 2020. Apart from enjoying branding visibility on the McLaren race car and race suits of the drivers, Darktrace also provides McLaren with its cyber AI technology to help them gain complete visibility across the digital infrastructure and block cyber-attacks. The partnership was extended following a multi-year renewal in April 2021.
Arrow Electronics serves as the British racing team’s Official Technology Design and Procurement Partner since 2019. The partnership allows both Arrow and McLaren to put their views and belief in technology and innovation to drive progress and bring services and solutions to the team. The agreement also sees Arrow Electronics’ branding on the McLaren race cars and their drivers’ race suits. In August 2021, McLaren Racing also acquired a majority stake in Arrow McLaren SP.
McLaren announced Splunk as their Official Technology Partner in February 2020. The partnership is aimed at enhancing performance at McLaren by providing data to help them make better decisions. Splunk also helps the team in accelerating their operations and overall performance. Both parties renewed their partnership in February 2021, which was then expanded in June 2021, making Splunk the Official Global Partner of the McLaren Shadow esports team and the Logitech McLaren G Challenge.
In June 2021, McLaren announced a multi-year partnership with blockchain network Tezos. As the team’s Official Technical Partner, Tezos offers the team its energy-efficient and upgradeable network to create NFTs. The deal also puts the Tezos branding on the McLaren car and race suits of the drivers. Tezos is also a partner of the McLaren Shadow esports team and their INDYCAR team as well.
McLaren signed a multi-year partnership with Gulf Oil in July 2020. The partnership sees the Gulf logo visible on the McLaren race cars and also on the drivers’ and pit crew’s overalls.
Coca-Cola joined as the Official Soft Drinks Partner of the McLaren team in 2018. The partnership sees both parties collaborate on a host of commercial activations, including multiple campaigns starring the drivers as well. Additionally, the Coca-Cola branding is also visible on the McLaren race car and bottles of the race drivers.
Consumer goods firm Unilever signed a multi-year technical partnership with McLaren in January 2020. The partnership is aimed at driving development for Unilever in the engineering, talent and digital fields while also co-creating with McLaren an engineering academy and running rotational placements, mentorships and inclusivity programmes.
In February 2016, Swiss luxury watchmaker Richard Mille announced a ten-year partnership with McLaren. The partnership sees the McLaren drivers sport and promote Richard Mille timepieces off the track
San Jose-based web conferencing firm Webex was unveiled as McLaren’s Official Collaboration Partner in February 2021. The multi-year partnership sees the Webex platform integrated into McLaren’s day-to-day activities, helping the team overcome geographical boundaries and create virtual experiences to bring the fans closer. The partnership also puts the Webex logo on the halo and side pods of the McLaren cars and also on the race suits of the drivers.
An enterprise platform for dynamic work, Smartsheet signed a multi-year partnership with McLaren in November 2021, making the company an Official Technology Partner of the team. The partnership not only puts Smartsheet branding on the race cars, pit-crew overalls, pit-wall stand and race suits of the drivers but also sees McLaren use Smartsheet tech to help with the team’s digital transformation.
Hotel company Hilton has been a long standing partner of McLaren, since 2005. The partnership lets Hilton provide the McLaren team with hospitality accommodation while travelling around the world. The Hilton branding is also visible on the McLaren race car. Both parties announced a multi-year extension in February 2022.
AI Cloud platform leader DataRobot was unveiled as McLaren’s Official Partner in November 2021. The partnership sees McLaren use DataRobot’s AI Cloud technology into their infrastructure to deliver AI-powered predictions and insights which helps them maximise performance and optimise simulations. The DataRobot logo is also visible on the nose of the McLaren race car and race suits of the drivers.
Leading global business news network CNBC signed a multi-year partnership with McLaren in January 2018. The partnership sees McLaren use CNBC’s 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 race suits. Both parties announced a multi-year partnership extension in January 2021.
A global leader in customer and employee experience, Medallia signed a multi-year partnership with McLaren in October 2021, joining as the Official Feedback Partner. Medallia uses its customer and employee insights to help the team gain valuable feedback from fans and team members. The Medallia branding is also visible on the rear wing of the McLaren race car and pit crew helmets.
Online forex broker FxPro joined the McLaren family in 2018. The partnership puts the FxPro branding on the McLaren race car. Both parties extended their partnership in November 2021 for a further three years.
In October 2021, McLaren signed a multi-year partnership with ecommerce shipping solution company EasyPost. The multi-year partnership sees EasyPost help McLaren with logistical solutions for their global travel needs. Additionally, the EasyPost branding is also visible on the rear wing of the McLaren cars and pit crew helmets.
Battle royale game Garena Free Fire announced a partnership with McLaren in July 2021. The partnership sees the Free Fire fans get access to various in-game items in the McLaren theme.
Audio brand Klipsch was announced as McLaren’s Official Headphone and Portable Audio Partner in December 2019. The multi-year deal sees both brands collaborate on various audio products, with the Klipsch branding visible on the team’s headsets.
Deloitte joined the McLaren family in May 2017. The business advisory firm collaborates with the F1 team to build data-driven business products and also helps in enhancing the team and the cars’ performances.
Tumi joined McLaren as their Official Luggage Partner from the 2020 season onwards. The partnership allows Tumi to gain access to the team’s digital and physical inventory. Both brands also launch joint luggage collections.
British cyber tech company Immersive Labs joined McLaren as an Official Partner in December 2021. The partnership sees McLaren use Immersive Labs’ platform to get real-time data on cyber knowledge, skills and technical and non-technical judgement of the other teams. The Immersive Labs logo is also visible on the front suspension arms of the McLaren racing cars.
McLaren unveiled Sikkens, an AkzoNobel painting and coating brand, as their Official Paint and Coatings Partner way back in 2008. The partnership sees AkzoNobel provide the team with Sikkens vehicle refinish products for all painted parts of the MCL35M as well as the team’s transport, garage and accessories. Both parties extended their deal in March 2021.
McLaren announced a partnership with mental health charity Mind in July 2020. The partnership is aimed at supporting those most affected and in need as a result of the COVID pandemic. The Mind logo is also visible on the McLaren car engine covers, pit crew helmets and helmet visors of the racing drivers.
Italian firm Sparco has been a partner of McLaren since 1996. As an Official Supplier, Sparco provides the team with safety belts, steering wheels and race suits. The partnership was extended following a multi-year extension in May 2018.
McLaren 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 both McLaren drivers endorsing its products as well.
McLaren signed a multi-year partnership with Buzz & Co. in March 2020. The partnership sees Buzz & Co.’s branding feature on the inside rear wing endplate of the McLaren race car. Buzz & Co. is known for providing investment and marketing advice to Japanese companies.
Through its partnership with Formula One, Pirelli is the Official Tyre Supplier of the Woking-based team.
The Woking-based team have had Yamazaki Mazak as their Official Supplier of CNC machine tools since 1999. Mazak provides and maintains 36 machines at the McLaren Technology Centre and also helps the team with providing valuable in-house engineering support and infrastructure. Both companies renewed their partnership in March 2020.
3D printing firm Stratasys inked a four-year deal with McLaren in January 2017 that saw it become the team’s Official Supplier of 3D Printing Solutions. The partnership allows Stratasys to provide the team with additive manufacturing solutions. The firm also supplies the team 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.
McLaren signed a five-year partnership 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.
Leading sponsorship analytics and valuation platform Hookit signed a long-term deal with McLaren in September 2017. As the team’s Official Digital Valuation Partner, Hookit measures, values and helps in optimising the team’s sponsors’ return on investment (ROI) across their social and digital media platforms.
Global law firm Ashurst serves as McLaren’s Official Legal Services Partner since April 2019.
Stanley Black & Decker
The world’s largest tools and storage firm, Stanley Black & Decker was unveiled as McLaren’s Official Tools and Storage Partner in July 2021. This iconic brand provides the team with support on and off the track through its wide range of Stanley Black & Decker tools. The Stanley Black & Decker branding is also visible on the McLaren race cars’ rear wing endplates and race suits of the drivers.
McLaren announced a multi-year partnership with leading sports betting and entertainment group Entain in May 2021. The partnership sees Entain’s brands PartyCasino and PartyPoker feature as the team’s Official Partners. Entain also explores avenues to promote safer betting and gambling through the McLaren partnership. The Mclaren race cars sport the Party Responsibly branding.
Analytics automation firm Alteryx joined the team as an Official Partner in May 2021. Alteryx branding is visible on the race car and race suits of the drivers along with McLaren using its technology to gain valuable insights to improve and optimise performance.
FAI Aviation Group
German high end aircraft solutions brand FAI Aviation Group signed a multi-year partnership with McLaren in January 2020. The agreement sees FAI Aviation branding on the rear wing endplate of the McLaren race car, along with both parties also collaborating on various other activations.
Swiss consumer technology brand Logitech was announced as McLaren’s ‘Official Technology Peripherals Partner’ following a multi-year partnership in March 2017. Along with the Logitech branding present on the cockpit of the McLaren car, the team also use Logitech’s core sectors, which include gaming, computing and video. The two also collaborate on various other activations.
In April 2022, McLaren teamed up with global innovative healthcare company Sanofi on a multi-year partnership. The partnership sees McLaren help Sanofi meet the needs of patients worldwide while also focusing on improving and analysing performance on the racing front.
McLaren signed a multi-year partnership with Google in March 2022, with Google joining the team as an Official Partner. The agreement sees Google provide McLaren with its products for seamless technology experiences across devices. The Chrome and Android branding is also visible on the wheel covers and engine of the McLaren race cars, helmets and driver suits.
Cryptocurrency exchange platform OKX was announced as a Primary Partner of the team in May 2022. As per the deal, McLaren works with OKX on various fan engagement activities to help the fans get closer to the team. Additionally, the OKX branding also features on the McLaren race cars and the helmets and kits of the drivers as well.
McLaren inked a multi-year agreement with provider of multi-cloud services for apps VMware in May 2022. The partnership sees VMware help the team to protect, manage, deliver and connect cloud-based apps that the team use both on track and at the McLaren Technology Centre. VMware branding is also present on the McLaren race cars and driver race suits.