McLaren Racing has announced that it has partnered with London-based organisation Veloce Esports to expand its existing esports program.
As part of the partnership, Veloce Esports will manage and develop McLaren’s sim racing team.
Veloce Esports will manage and develop McLaren’s esports team, focusing on event success, racer development, and expanding the team’s international presence. They will also collaboratively establish an academy for up-and-coming racers, creating a path that ultimately can lead to representing McLaren.
Mark Waller, Managing Director of Sales and Marketing at McLaren Racing, commented on the partnership in a release: “We are delighted to begin this new partnership with Veloce Esports with our clear focus on continuing to engage a new, younger generation of motorsports fans. Joining forces with an ambitious and forward-thinking company in Veloce is the next significant step to build on the great progress we have already made in the esports category over the last few years.
“The popularity and growth of esports has been well-documented in recent weeks and that trend looks set to continue even once racing on track resumes. Our aim is to develop and nurture fresh talent via the virtual academy, drive the performance of our esports team and carve new ways of attracting and interacting with fans from around the world.”