Mclaren And Williams Race To Latest Deals

In Formula 1, McLaren Racing has extended its partnership with Logitech G, while Williams Racing has agreed a sub-licensing with Coachbuilt Whisky.

McLaren Racing’s renewed relationship with Logitech G, which also includes the McLaren Shadow Esports Team, sees the gaming technology brand become the official pedals partner of the Formula 1 team as well as the official gaming wheels partner to the esports team.

McLaren Racing has described the continued collaboration, which began in 2017, as a sign of the two brands continuing to ‘blur the lines between virtual and real-world racing and create a more accessible racing experience.’

Logitech, which supported McLaren Shadow during the team’s Constructors’ and Drivers’ Championship victories in the 2022 F1 Esports Series, will also bring back the Logitech McLaren G Challenge, an esports competition that offers ‘money-can’t-buy prizes’ including driver meet-and-greets.

Matt Dennington, Co-Chief Commercial Officer, McLaren Racing, commented, “Sim racing continues to go from strength to strength, so 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.”

Robin Piispanen, Global Head of Simulation & Console, Logitech G, added, “For years, McLaren has been a key partner in the success of the G Challenge, helping to elevate prizing by supporting our grand prize race experience and sharing the event with millions of racing fans around the world.

Meanwhile, Williams Racing has agreed a licensing partnership with Coachbuilt Whisky, the premium whisky brand co-founded by former Formula 1 champion and Williams Racing Brand Ambassador Jenson Button.

The deal will see a number of limited-edition whiskies produced that ‘pay homage’ to Williams Racing’s heritage and current identity, as well as highlighting the team’s relationship with Jenson Button.

Beyond the special editions, the licensing partnership will see the core Coachbuilt edition poured at Williams events and in the paddock, in addition to merchandise lines and other activations.

Paul Asencio, Chief Revenue Officer of Williams Racing, commented, “We look forward to working alongside Coachbuilt Whisky to create a range of products and experiences that honour the legacy of Williams Racing.”

“Coachbuilt have really hit the ground running in the whisky sector in the short space of time since their launch and it’s an exciting moment to be able to further our relationship with our Brand Ambassador Jenson Button.”

Jenson Button, added, “We launched Coachbuilt in 2021 and, as with any business, you launch with plans and grand aspirations which you strive to achieve.

“To work with a team so rich in heritage and one that has so many milestone moments means so much and we’re excited to embark on a partnership which will see us create liquids to honour some of the most special moments in Williams Racing’s history.”