McLaren Racing to expand global eSports programme with Veloce eSports

22 May 2020

McLaren Racing has joined forces with London-based Veloce eSports, one of the leading eSports team in the UK competing in a wide range of tournaments including F1 eSports, Gran Turismo, Rocket League, to deliver a multifaceted programme around the fast-growing industry of gaming and sim racing.

Under the terms of the agreement, Veloce will manage and develop McLaren’s elite eSports team, focusing on event success, gamer development and the positioning of the eSports team internationally.
“Additionally, McLaren and Veloce will work together to create an academy for the world’s most promising racing gamers and establish a ‘staircase of talent’ – with the ultimate goal being a seat in the McLaren eSports team”. 

“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 a next significant step to build on the great progress we have already made in the eSports category over the last few years”, said Mark Waller, Managing Director of Sales and Marketing, McLaren Racing. Before adding: “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.”

“We share a passion for competition and innovation, and I know this partnership will establish the ultimate destination for fans to interact and a unique space for the best gaming talent in the world to compete as a team. We are incredibly proud and look forward to building a full-scale esports ecosystem with McLaren”, added Jack Clarke, Chief Commercial Officer and Co-Founder, Veloce eSports.
Furthermore, Benjamin Daly, who’s racing under the nickname ‘Tiametmarduk’, will join as a McLaren Shadow Ambassador to support the eSports team for the 2020 programme.

Photo credit: McLaren